[Interview②] KakaoTV CP Park Jin-kyung "Many Competitors, Hope Digital Market Share Grows"

Kakao 'Gaemi-neun Oneuldo Ttuntun' Interview with CP Park Jin-kyung

Jinkyung Park CP / Photo by Kakao

[Asia Economy Reporter Lee Isul] Continued from Interview①.

"I think the time to see digital platforms as a 'blue ocean' has passed. Many competitors have already joined. I want to encourage everyone to work hard and rapidly pull market share into the digital market."

Park Jin-kyung CP, who has presented numerous hit variety shows at MBC, created the hit content "Gaemi-neun Oneuldo Ttuntun" (The Ants Keep Ttuntun Today) just one year after moving to the online video service (OTT) Kakao. From September last year to last month, five seasons were produced over one year and two months, meeting viewers.

In a video interview with Asia Economy on the 10th, Park Jin-kyung CP said, "I want to tackle topics that terrestrial broadcasters cannot cover, topics that only we can handle."

The KakaoTV original "Gaemi-neun Oneuldo Ttuntun," released from September last year to the 30th of last month, is a full-fledged practical stock investment show that covers everything from A to Z to help viewers wisely invest in stocks, which have become hot in the ultra-low interest rate era. It provided useful information for healthy stock investment amid cheerful laughter.

Moreover, it was released not only on KakaoTV but also on Netflix and Channel S, gaining popularity across OTT and broadcast channels. It also proved new possibilities by becoming the first variety show released on digital platforms to be nominated for the Baeksang Arts Awards TV Variety category last year.

Before the interview, just as the cast of "Gaemi-neun Oneuldo Ttuntun" asked their guests, they first asked Park Jin-kyung CP about his investment returns. He laughed and said, "Before the program started, I lightly invested in stocks and coins. At that time, I didn't really understand the concept of investment; if someone bought, I bought, and if someone sold, I sold. But I studied a lot while preparing for the show and think I have moved beyond the beginner level."

He added, "The returns are not extraordinary, but it was better than leaving money in the bank long-term." He continued, "I am satisfied that I have gained investment knowledge."

Regarding what he wants to emphasize as a director about investment, he said, "I remember Kim Pro (Kim Dong-hwan) saying that stock prices fluctuate, but companies always remain the same," adding, "The idea that the essence of a company does not change regardless of market conditions was impressive."

He joined MBC as a PD in 2009 and spent 10 years in the variety department, participating in directing shows such as "Infinite Challenge," "My Little Television," and "Dunia: Into a New World." In 2019, he left MBC and moved to Kakao Entertainment.

He said, "The biggest reason for changing companies was that I felt traditional broadcasting did not target the younger generation. I wanted to create programs that young people watch." He added, "In the past, considering the characteristics of terrestrial broadcasting, I suggested ideas that would appeal to all generations, but at Kakao, I could set the target audience as people in their 20s and 30s."

When asked about his intended planning direction, he mentioned two points. Park Jin-kyung CP said, "When I have meetings with PDs and writers, I always keep two things in mind. First, let's tackle topics that terrestrial broadcasters cannot cover. We want to tell stories that only we can tell."

He continued, "Second, let's precisely target the 'young generation.' I am satisfied that I can plan the shows I want to do after moving. Before, even if I had ideas, I wondered if they were suitable for MBC broadcasts, but now I can remove those restrictions and develop stories."

"Although I think this is relatively not the case, having worked in traditional broadcasting platforms for over 10 years, I believe there are parts where I am unconsciously confined. So, I try to think back as a middle or high school student. I often think, 'Why don't they do this?'"

He also revealed that there were parts they could not capture due to the COVID-19 pandemic. Park CP said, "We tried to handle stock topics within the existing variety show grammar, borrowing various variety formats. I always thought about scenes involving many people, but we couldn't proceed due to social distancing."

He added, "I thought it would be fun to rent a school gymnasium and have about 50 general and fixed cast members invest in stocks simultaneously at 9 a.m., like 'Challenge Golden Bell,' or have several people in each room of a building investing in coins or stocks, like in the movie 'Parasite.' I was disappointed that outdoor items were difficult to carry out."

Park Jin-kyung CP plans to continue expanding the 'Ttuntun' IP (intellectual property) with new content next year and is also planning a program targeting East Asia.

He said, "Since it is a digital platform, I don't think we need to produce content targeting only Korea. With K-content gaining attention, I think we can try various things with uniqueness."

So, what aspects of K-variety shows can appeal to overseas viewers?

"Korean variety shows have the strength of being unique. Some say they are influenced by Japan, but we have our own unique points that developed organically. Because the domestic variety market is fierce, all kinds of topics are intensely competed over. Through this, there are sometimes very unusual topics that make you think, 'Are they really making a program on this topic?' I think overseas viewers will find these aspects unique. Especially with the recent lowering of barriers to K-content, I expect these strengths to appeal and attract interest."

This content was produced with the assistance of AI translation services.