When Hallyu Meets Argentina s Open TV : Perceptions, Awareness, and Behavior Change of Hallyu Fans in the Aftermath of K-drama Viewing

Not so long ago, the Hallyu was able to reach the Argentinian public in an opposite way to the one witnessed in Asia. In Asia, as it is usually accepted, TV dramas started the Korean Wave and then gave way to K-pop, while in Argentina, K-pop was first a success and then gave way to TV dramas. In 2014, K-pop was heavily promoted in Argentina’s open TV when a popular local TV program showcased K-pop songs and choreographies based on the genre. TV dramas did not share the same fate, since during 2015 only one program was broadcast, exclusively on cable TV. In 2016, however, three Korean TV dramas ( Stairway to Heaven , My Love from the Stars and Angel Eyes ) were broadcast on Argentina’s open TV through Channel 11 (Telefe), captivating a new audience and generating comments and impressions on viewers who were facing this new and unusual product. As a way of contributing to the analysis of Hallyu exchanges globally, this paper presents an introduction of how television and dramas work in Argentina - departing from Argentina’s cultural heritage itself - with the aim of understanding the process and aftermath of K-dramas in Telefe, their effects on the Argentinian audience and TV market, and changes identified regarding the image of what is perceived as “Korean” locally.