40 Billion Won Spent On One Of The Biggest Kdrama Productions Fails To Generate Buzz, Whats Going On With Disney+ “Uncle Samsik”?

Published Categorized as K-Dramas and K-Movies
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Disney+ “Uncle Samsik” has failed to generate much buzz despites its massive star-studded cast and immense budget, so what went wrong?

Even before the drama aired, expectations for winning an award were high. This is because veteran actor Song Kang Ho, who has been in the industry for 35 years, is challenging himself with his first drama, the Disney+ original series ‘Uncle Samsik’.

Song Kang Ho also approached the drama with the attitude of a newcomer and expressed his expectations for winning the Best New Actor award at the Baeksang Arts Awards. However, once the veilwas removed, there was no significant reaction. The drama is progressing towards the later part in a state of indifference, where it is difficult to find both praise and criticism.

‘Uncle Samsik’ is in a crisis of leaving with a bitter performance record. Although it has been 3 weeks since the release of the show, it is hard to find any buzz surrounding it. Word of mouth is also quiet. It reached number one in the Korean TV show category and overall rankings within Disney+, but that’s about it.

According to data released by GoodData Corporation Fundex, a content online competitiveness analysis agency, ‘Uncle Samsik’ did not make it into the top 10 in terms of attention for TV-OTT integrated dramas during the 5th week of May. It also didn’t have any actor to generate attention. ‘Uncle Samsik’ only ranked 6th in terms of drama attention and 10th in terms of actor attention (Song Kang Ho) during the 3rd week of May, just after its release.

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Although it is ranking number one on Disney+ in Korea, there is no reaction overseas. ‘Crash’, which rose to second place in the domestic rankings, consistently stays within the top 10 in Japan, Hong Kong, Singapore, Thailand, and other countries and is popular. On the other hand, ‘Uncle Samsik’ often falls out of the top 10 in Japan and Singapore. On May 29th and 30th, ‘Crash’ surpassed ‘Uncle Samsik’ and reached number one in the Korean TV show category and overall rankings.

There may be various reasons for the underperformance of ‘Uncle Samsik’, but the analysis in the industry is that the target audience and platform do not match. Although it is a fictional character and story, it portrays a period starting from the end of the Lee Seungman administration to the times of Yun Bo-seon and Park Chung-hee. It covers the March 15th rigged election, the April 19th Revolution, and the May 16th military coup, encompassing modern history, which creates a somewhat high entry barrier. The target audience who would show interest is more likely to be from the middle-aged group rather than the younger generation, and more likely to be male than female.

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However, ‘Uncle Samsik’ is a show that can only be watched by those who have purchased a Disney+ subscription, so it is not easily accessible for the middle-aged group. In addition, the narrative style moves between the past and the present, and the incidents unfold calmly without major developments. The relationships between characters are complex, and many people appear without clear explanations. There is also no sense of reaching a climax as the situation progresses beyond the later part. It is only filled with continuing political struggles and power struggles, and the reasons behind them are also weak.  

‘Uncle Samsik’, with a production cost of 40 billion won, is a major production. As an OTT show that cannot be measured by ratings, if we judge its success based on the buzz and word of mouth among the public, the success of ‘Uncle Samsik’ is being questioned.

Are you currently watching “Uncle Samsik”?

Source: A

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