Korea’s epic drama battles continue, with intense competition among an increasing number of channels and expanding drama slots. On any given week, more than 20 premium long-form dramas compete for attention. The country’s three terrestrial broadcasters – KBS, MBC and SBS – are no longer the powerhouses they used to be, with top dramas barely breaking through 10% ratings levels. 20% ratings of KBS2 drama, “What’s Wrong with Mr. Poong Sang”, in early March, and 17% for SBS “The Fiery Priest”, are, these days, the exception rather than the rule.

With the end of JTBC's "Sky Castle", produced by JTBC Drama House and HB Entertainment, the two newer terrestrial dramas have taken over as the most viewed in Korea at the moment.

The 40-episode “What’s Wrong with Mr. Poong-sang” (also known as “Liver or Die”) runs to 14 March on KBS2 (10pm, Wed/Thurs). The series tells the story of an older brother who supports his four siblings. The series hit 20% for the first time at the end of February.

“The Fiery Priest” – SBS’s first title in its new Friday/Saturday drama slot – is about a priest, a detective and a prosecutor who join forces to investigate an elderly priest’s death.. The 40-episode crime drama premiered on 15 February with double digit national ratings, dropping briefly to just under 9% for episode two but then rising steadily to 17.2% for episode five on 1 March.

As February turned to March, drama across other networks and slots wasn’t telling as good of a story, although JTBC’s Monday-Tuesday drama, “The Light in Your Eyes”, hit 10.831% on 5 March (episode 8) in Seoul and 8.447% nationwide.

The performance of “The Light in Your Eyes” switches JTBC attention off the record-breaking Friday/Saturday highs of “Sky Castle” onto Monday-Tuesday ratings growth. “Sky Castle” ended on 1 February, with the finale hitting 24%.

“Sky Castle” replacement, “Legal High”, isn’t looking good anyway – dropping to 2% for episode eight on 2 March from its premiere high of 3.26% – much less in comparison to its predecessor in the slot.

Meanwhile, family/soap dramas are shifting from traditional terrestrial/free-TV spots on weekends to Wednesday-Thursdays, partially to keep casting costs low and attract older viewers.

Despite actor Joo Ji Hoon, MBC’s supernatural drama, “Item”, hasn’t been able to attract the same kind of attention as Netflix’s epic period drama, “Kingdom”, in which Joo plays the crown prince.

More disappointing ratings for CJ ENM’s flagship channel, tvN’s “Romance is a Bonus Book”, and “Reach of Sincerity”, both of which have heavy star power and went live with high expectations. “Reach of Sincerity”, in particular, is a let down, particularly with “Goblin” stars Lee Dong Wook and Yoo In Na. Critics say the project was poorly conceived and seems to be targeting foreign markets.

Despite disappointing ratings, CJ ENM’s hold remains strong and the company continues to outspend rivals on production quality as well as on acquiring all rights (including international). Top writers, including Park Jee Eun (“My Love from the Star”) and Hong sisters’ (“You’re Beautiful”) have already confirmed deals with CJ/Studio Dragon for 2019.

Korea’s drama environment is complicated by the entry of multiple streaming platforms, driving a more aggressive originals expansion strategy in Korea.

Terrestrial channels are fighting back and shaking up internal processes and structures they hope will allow them to regain lost ground.

For now, the jury is out on who wins.

7 March 2019