KBS Faces Backlash Over 'Happy Together' Revival with New Format

KBS has announced the revival of its flagship variety show 'Happy Together,' six years after it ended in 2020. Despite bringing back the beloved host Yoo Jae-suk, the new format feels like a forced fit into a familiar brand.

On the 7th, KBS officially announced that 'Happy Together' will return with a new concept in July. According to the production team, the new season, titled 'Happy Together - Glad Not to Be Alone,' will feature a storytelling music audition that aims to prove 'the reason to sing together.' However, it seems disconnected from the original identity of 'Happy Together,' which was loved for its genuine conversations and familiar games like 'Backpack Talk,' 'Tray Karaoke,' 'Sauna Talk,' and 'Night Snack.'

The revival of 'Happy Together' is led by the production team from Yoo Jae-suk's previous KBS show 'Syncro You.' Key members like CP Park Min-jung, PD Kwon Jae-oh, and writer Lee Min-jung, who worked with Yoo on 'Syncro You,' are involved. Park CP, a former 'Happy Together' director, has a long-standing partnership with Yoo, having worked on 'Comeback Home' and 'Syncro You.' With the previous show ending as a 'season finale' rather than a 'cancellation,' some speculate that the new 'Happy Together' is essentially an extension of 'Syncro You.'

The 2024 broadcast of 'Syncro You' started with a 2.9% rating during its pilot but struggled with ratings dropping to 1% after regular programming. The AI versus singer format failed to overcome the uncanny nature of AI voices, focusing too much on technical precision and missing the core entertainment of music shows. Industry insiders suggest that the inclusion of the 'Syncro You' team in the new 'Happy Together' is a strategic move to minimize risks by leveraging a proven brand.

Viewer reactions are lukewarm. Online communities criticize it as 'Syncro You Season 2 in disguise,' with comments like 'Don't use a nostalgic brand as a shield for an audition show' and 'We miss the casual talks of Happy Together, not another predictable music show.' The disconnect between the title and content is seen as a lack of creativity from the production team.

KBS aims to capitalize on the strong brand recognition of 'Happy Together,' but the public feels more 'fatigue' than excitement. Viewers expect familiar talks and a relaxed atmosphere, not an unfamiliar music audition. Forcing a different content into a well-known image may generate more resistance than buzz. Relying solely on 'name value' to attract viewers seems to backfire.

If the trend of hiding behind a familiar brand while offering empty changes continues, the label of 'national variety show revival' may remain just a facade. Despite having a remarkable MC like Yoo Jae-suk, the approach remains stuck in past glories. The audience no longer gets excited about recycled concepts with just a new facade.

By Tae Yuna, TenAsia Reporter youyou@tenasia.co.kr