The Drama Empathy Cells, Airing Quietly Under the Radar
In the modern media market, when a new drama begins airing, the routes through which viewers hear the news are highly diverse and heavily reliant on aggressive marketing systems. In the past, promotions simply relied on commercial breaks or trailers on broadcast channels. Now, given the nature of dramas that require massive capital investments, comprehensive promotions commensurate with that scale are essential. To secure early viewership ratings and buzz, production companies and platforms eagerly engage in pre-marketing across all available media, making it a standard procedure to pour enormous budgets into drawing public attention even before the broadcast begins. In particular, with the development of Social Network Services (SNS) and the current trend where "short-form" content has emerged as the core of media consumption, the power of viral marketing is absolute. Highlight scenes and intriguing short videos are continuously reproduced and shared through YouTube Shorts, ...
