'National Singing Contest' in crisis, viewership ratings falling

≪Tae Yuna’s Oh Ye≫
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Kim Shin-young's 'National Singing Contest', which took over the baton from the late Song Hae, faced a crisis after 6 months. Viewership ratings were cut in half compared to when Song Hae was in charge, and public interest, which had once been sparkling, faded. Kim Shin-young's spirit shines, but the inevitable assessment is that she cannot replace Song Hae's track record, who has led the 'National Singing Contest' for 34 years.

The selection of Kim Shin-young as the new MC for KBS1’s ‘National Singing Contest’ was truly ‘unconventional’. Not only because she was the first female host, but also because it was a generational change with a 57-year age difference between her and Song Hae. Previously, when Song Hae decided to withdraw from 'National Singing Contest' due to health reasons, names such as Lee Sang-byeok and Lee Soo-geun were mentioned as successors, but Kim Shin-young was not a candidate.

Kim Shin-young's 'National Singing Contest' began its first recording in September last year and aired its first broadcast in October. Kim Shin-young, who visited Hanam City to record the first episode after filming in her hometown of Daegu, caught everyone's attention in a tuxedo with her short hair neatly combed. The viewership rating also jumped to 9.2%.

'National Singing Contest' has been airing special broadcasts for two years since March 2020, as public viewing has become impossible due to COVID-19. It was a combination of studio footage and past broadcast footage. Accordingly, 'National Singing Contest', which had exceeded 10% in viewership ratings when Song Hae led the scene, fell to the 4-5% range. Accordingly, the soaring to 9% with the appearance of Kim Shin-young was a significant record.

But the interest did not last long. It fell back to 6% in two weeks. There was a lot of passion and spirit, but it lacked the friendliness it had before. The MC of 'National Singing Contest', which boasts 43 years of history, has more meaning than just a presenter. It is not easy to recover the viewer base lost due to COVID-19. Some people are criticizing Kim Shin-young, who calls herself “Sunday’s youngest daughter,” saying that being the face of KBS is too much for her.

Six months have already passed since Kim Shin-young led the ‘National Singing Contest’. 'National Singing Contest' recorded a viewership rating of 5.5% from March 19th to April 9th, the lowest rating under Kim Shin-young. The viewer rating on the 16th, updated on the afternoon of the 17th, recorded 6%. It seems to fluctuate between 5 and 6%. Since the downward trend continues, it is difficult to estimate how far the price will fall.

Has the challenge of 'National Singing Contest', which chose ambition over experience, become a problem for oneself? Kim Shin-young recently attracted attention by appearing wearing an arm protector. Last month, he was injured while demonstrating judo with a citizen during the recording of 'National Singing Contest'. Kim Shin-young's affection and passion for the program deserves applause. It remains to be seen whether that passion will be the clue to a rebound.

Taeyuna, Ten Asia Reporter youyou@tenasia.co.kr