(Yonhap Feature) Critics urge steady sellers, new faces to keep Korean Wave rolling

By Shin Hae-in
SEOUL, Jan. 9 (Yonhap) -- Five years ago, South Korea's television producers
would have said it was "a piece of cake" to lure viewers throughout Asia. They
only needed pretty actors and actresses, and a typical love triangle.
What they ignored, however, was human nature: people don't like to see the same
story more than once. Japan and China -- once the main buyers of Korean TV dramas
and the fan base that started and fed the "Korean Wave" -- have been much less
enthusiastic for the past few years.
"'Korean Wave' is no longer the right term. It's more like a really weak breeze
now," media critic Lee Moon-won said. "The signs have been there for ages, but
production companies were too proud to notice."
Local experts had warned for some time of doom and gloom in the domestic
entertainment industry. Sure enough, exports of Korean TV dramas have been
steadily decreasing.
Exports of Korean TV dramas fell by an average of 35 percent last year. The
number of TV dramas sold to Japan and China was more than halved from the
previous year.
Although one can argue the ongoing economic crisis contributed to the slump,
producers who neglected developing newer content to keep overseas fans interested
is more to blame, experts say.
"Fooled by the massive success of a few dramas including 'Winter Sonata' and
'Daejanggeum,' producers overlooked the importance of making steady sellers to
keep up the reputation of Korean series even during the bad times," Lee said. "It
is wise to target overseas buyers, especially when circumstances are bad in the
domestic market. We need renewed strategies to keep the Korean Wave alive."
While domestic movies have been relatively well-received by Western audiences,
the success of TV series has been largely limited to Asia, mainly because
producers focus too much on plots and themes appealing to the regional viewers.
Turbulent romances and family problems have long been the favorite staples for
Korean dramas, but the global trend is for realistic stories about doctors,
lawyers, police and even prisoners.
"There is a need for us to diversify the genre of dramas," said Lee. "Even local
viewers are looking for different types of dramas. The success of the American
series 'Grey's Anatomy' and 'Prison Break' here is an indication of the changing
taste."
The only positive note in gloomy 2008 was the return of top celebrities to
television.
A trail of big name actors and actresses, including Choi Ji-woo and Kwon
Sang-woo, made a comeback to TV dramas from the big screen. The response at home
was lackluster, but Japan bought into the stars' fame and bought several of their
dramas. "Bad Love," "Star's Lover" and "Strongest Chil-woo" are lined up to be
aired in Japan this year.
"The top stars' return to television was a relief for us," said Ko Dae-hwa, head
of Olivenine, which produced "Star's Lover," starring Choi Ji-woo, the heroine of
"Winter Sonata." "This year might be better for us than the last."
But their return is not all good news to producers and broadcasters, who are
tightening their belts to lower production costs amid the economic recession.
Although the exact amount is usually kept secret, some actors receive as much as
100 million won (US$75,300) per episode.
"Actors' wages are one of the main reasons for the deficit we saw last year,"
said Kim Young-sub, head of the drama division at SBS. "Not only are they
expensive, but they are aging. We need to find new faces, fast."
As Kim said, most of the so-called "Korean Wave" makers are nearing 40. Bae
Yong-joon, better known as "Yonsama" to his fans in Japan, turned 37 this year,
while "Daejangguem" heroine Lee Young-ae turned 38.
"Although age is not an obstacle in acting, it is the younger stars who draw fans
from all generations," Kim said.
Chorokbaem Media is one company in search of new faces this year.
"We expect this year to be a year of rookies, especially due to the economic
downturn," company head Kim Ki-bum said. "The past few years have taught us that
we can't live off the fame of stars forever."
The dilemma is that overseas buyers are less drawn to dramas with little-known
actors.
"The power of a strong story line and the overall quality of dramas, which rely
more on directors and writers than actors, was proven in the local market over
the years," Kim said. "We have to be patient to see the same effect overseas."
hayney@yna.co.kr
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