Korean television drama in Malaysia: an analysis on Korean media strategy

Korean TV drama series have reached a wide range of Asian audiences, including Malaysian audiences. The rising popularity of Korean entertainment content in Asia has created Korean pop culture in the entertainment industry. There seemed to be a gap in previous research concerning the strategy of Korean media in promoting Korean dramas. This research is an attempt to understand the Korean media strategy to continuously getting the attention and maintaining the popularity of Korean drama in Malaysia. The purpose of this study is to explore the strategies employed by Korean media broadcasters in attracting Malaysian audiences as well as promoting Korean television dramas in Malaysia. This research uses qualitative methods to address the Korean drama phenomenon. Four (4) participants from selected Korean
Broadcasters were identified to participate in the in-depth interviews; two (2) from Seoul Broadcasting System and two (2) Korean Broadcasting System. Based on the findings, it shows that the Korean Broadcasting Media are not born to the real
strategy. The experience of hardship to survive, economically poor country, and challenges from other developed countries has made them compete and creatively work to improve their lives. Korean media has successfully filled the Asian elements
and human sentiments in their dramas. Therefore, it has attracted many Asian audiences including Malaysia. The findings of this thesis are significant in explaining the global success of Korean dramas. The study fills the gap in Malaysian research and provides guidelines for local broadcasters in their planning, action, and strategizing to attract international markets, and subsequently, for these markets to invest and accept Malaysian local programs. The results will also be able to help the Malaysian government in determining the future Malaysian media working plan.