TV 드라마 <동백꽃 필 무렵>의 성공 요인 분석-대본과 그 장르를 중심으로 -

Analysis of Success Factors on the Soap, <When Camellia Blooms>-On Script and its Genre -

After Media Law passed in July 2009, General Service Program Providers have formed in December, 2011. Due to that incident, media contents distribution channels have expanded and the audience viewing rate has fallen down generally. Shortly after openning, General Service Program Providers downsized drama part because of financial difficulties, even though drama part was the only revenue model. However, financial situation gradually recovered and by 2015, General Service Program Providers safely landed on right track. In 2019, JTBC’s drama, <Sky Castle> has reached as high as 22.3% viewing rate. It was recorded as the top viewing rate among General Service Program Providers including all the other cable channels. The formal broadcasting networks’ dramas once reached over 50% viewing rate, however they hardly can reach 20% currently. Since 2011, no drama has reached over 30% viewing rate other than <Descendants of the Sun>. The drama industry faces a situation where no drama hardly reaches 20% viewing rate, and many of them get terminated airing before the final episode. Korean drama market is in the era where over 20% of viewing rate is considered as a success. The market size is limited. However, there is more supply than the demand currently. That leads to very poor production environment and the whole industry is d aunted. The quality of contents downgraded over all. This market change happens much faster than the industry workers’ adaptation. There is no clear solut ion to this problem yet. A lo t of industry people are still in t he cave and repeat producing conventions. However, in 2019, KBS pro duced very uniq ue soap called, <When Camellia Blooms>. It has reached 23.8% viewing rate and is considered the best drama of 2019. No top stars appear in this piece and the production value is not as high as <Descendants of the Sun> and other hit dramas. <When Camellia Blooms> follows conventions but yet, the budget is not as high as other hit dramas. It just twists conventions a little bit and sucks in viewers who are very tired of conventions. This paper su ggests that <When Camellia Blooms> may be a very smart and economic success model in the industry. By analyzing success factors of <When Camellia Blooms>, drama industry may shorten the adaptation period and produce high quality dramas.