TV
JTBC's 'Shining' Hits Record Low Ratings: A Look at the Struggles of Friday Night Dramas
≪이소정의 유노왓≫
그거 아세요?(you know what)
'샤이닝' 6회 시청률 0.9% 기록
JTBC 금요 드라마 사상 첫 0%대 시청률
편성·장르 부조화, 경쟁 등이 원인으로 지목
그거 아세요?(you know what)
'샤이닝' 6회 시청률 0.9% 기록
JTBC 금요 드라마 사상 첫 0%대 시청률
편성·장르 부조화, 경쟁 등이 원인으로 지목
'Shining' stars Park Jin-young and Kim Min-ju in a traditional melodrama. It tells the story of youths who become each other's guiding light. Despite the initial buzz due to the casting of idol-turned-actors and a youthful romance theme, the ratings have been on a decline. Starting at 2.1% in its first episode, it dropped to the 1% range by the second episode and eventually fell to 0%.
JTBC's Friday dramas have generally struggled since their launch last year. 'Good Guy,' starring Lee Dong-wook and Lee Sung-kyung, recorded a low of 1.7%. 'My Youth,' featuring Song Joong-ki and Chun Woo-hee, also failed to meet expectations with a low of 1.5%. Even Seo Hyun-jin, known for her reliable performances, couldn't break the trend. 'Love Me,' which ended in January, recorded a low of 1.1%, continuing the struggles of the Friday lineup. Despite featuring high-profile actors, a ratings rebound has been elusive.
With relatively lesser-known actors Park Jin-young (31) and Kim Min-ju (25) leading 'Shining,' the drama faced an uphill battle. However, there were some points of interest in the casting.
Park Jin-young received critical acclaim for his acting in tvN's 'Unknown Seoul' last year, marking a high point in his acting career. He chose 'Shining' as his next project after a year. Kim Min-ju, after debuting with the girl group IZ*ONE, took on her first lead role in a drama, marking her serious foray into acting. Despite being seen as a fresh pairing aimed at younger audiences, the ratings did not improve.
The poor performance is attributed more to a mismatch between the show's genre and its time slot than to the quality of the drama or the actors' performances. In an era where fast-paced, stimulating content is preferred, a gentle melodrama struggles to capture viewers' attention. Friday nights are filled with thrillers and genre shows that stimulate dopamine, making 'Shining's' emotional pacing seem out of place. The trend of consuming short-form content also makes it challenging for viewers to commit to watching two consecutive episodes.
Competition from other shows also played a role. SBS's 'God and Law Office,' starring Yoo Yeon-seok, airs at 9:50 PM on Fridays and is structured as an adventure genre omnibus, making it easy to follow even if viewers tune in mid-way. Viewers seeking lighter content may have switched to this competitor, impacting 'Shining's' ratings.
Since launching Friday dramas last year, JTBC has consistently focused on melodramas. Despite featuring buzzworthy actors like Song Joong-ki, Chun Woo-hee, and Seo Hyun-jin, the results have been underwhelming. This time, they attempted a change with younger, lesser-known actors, but the core theme of a gentle love story remained unchanged, and the strategy targeting younger viewers did not pay off. Consequently, ratings fell to 0%.
The simultaneous release on OTT platforms is also seen as a factor reducing the incentive to watch live broadcasts. 'Shining' is available on global platforms like Netflix, Disney+, and Prime Video, reducing the need for viewers to tune in at the scheduled time. While this strategy aimed to expand global reach and accessibility, it may have negatively impacted domestic ratings.
JTBC's Friday dramas have hit a 0% rating within a year of their launch. With a complex mix of scheduling strategies, genre choices, and changing viewing habits, the future direction of the Friday drama lineup is under scrutiny.
Lee So-jung, TenAsia Reporter forusojung@tenasia.co.kr