Viewer ratings for KBS2’s new weekend drama ‘Twelve’ have plummeted after just two episodes.
Created by LG Uplus' 'Studio X+U,' the ambitious project has already fallen into the 4% range, raising alarm. The drama opened strong with an 8.1% rating for its premiere on August 23, but sharply divided opinions soon followed, fueling its downward slide.
'Twelve' not only stars Ma Dong Seok in the leading role but also features his involvement in both production and screenplay. Expectations were especially high with 'box office guarantee' Ma Dong Seok, known for producing three films that each drew over 10 million viewers.
Weekend dramas airing during prime slots on Saturday and Sunday typically secure strong ratings. The recently concluded 'For Eagle Brothers!' averaged close to 20% and never dropped below 10%. According to Nielsen Korea, however, the third episode of 'Twelve,' broadcast on August 30, recorded just 4.2% nationwide, a drop of 1.7 percentage points from the second episode’s 5.9%.
'Twelve' has been released on both the OTT platform Disney+ and KBS2 terrestrial broadcast. However, recently, telecom companies such as KT and LG Uplus have found themselves in difficult situations as they expand into drama and variety production.
Results have been underwhelming: ENA's Monday-Tuesday drama 'My Troublesome Star,' produced by 'KT Studio Genie,' has managed only 1–3% ratings, while every other KT drama this year has struggled to surpass an average of 1–2%. Similarly, SK Telecom launched the OTT platform Wavve but ended up suffering losses of hundreds of billions of won before handing it over to TVING.
In the past, dramas drawing 20% ratings were considered standard, as viewers had fewer choices and gathered in front of televisions that were always on. But with the rise of Netflix and other OTT services, content lacking originality is now quickly shunned. Critics argue that repetitive casting and stale formats are no longer enough to hold an audience.
'Twelve' is an action fantasy hero series about twelve angels living in human form to protect mankind and battle the forces of evil. The cast includes well-known actors such as Ma Dong Seok, Park Hyung Sik, and Seo In Guk. The project initially drew buzz as Ma Dong Seok’s return to television screens after nine years.
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