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IRIS’s popularity still falls short of expectations

At first, I was a little taken aback at the way the following article frames IRIS‘s popularity in terms of disappointment, because it burst onto the scene with a big splash and has maintained a comfortable lead over its competition. But I suppose this all points to where expectations play into a drama’s perceived success (among other factors that are discussed below). This is why a “small drama” like You’re Beautiful is being called a modest success despite its 9%-10% ratings (on account of its mania fanbase, lower budget, and less-famous cast), while IRIS has been performing more than twice as well and still gets mixed reception as not fulfilling its hype.

IRIS has hot popularity — why the lukewarm ratings?

It’s talked about widely. But the ratings are lower than expected. KBS’s Wednesday-Thursday drama IRIS finds itself in between hot popularity and lukewarm viewership ratings.

IRIS‘s average rating last week was 27.2% (AGB Nielsen Media). A 2.4% increase from the previous week, it took up the No. 2 slot in the overall broadcast ratings, after MBC’s Monday-Tuesday drama Queen Seon-seok (38.8%). On the outside, it’s a number that should be satisfactory.

However, considering its ambitious cast with Lee Byung-heon, Kim Tae-hee, Jung Jun-ho, Kim Seung-woo, Kim So-yeon, and TOP, and the 20 billion won poured into it, the large-scale production has not met expectations. Moreover, with the first episode logging more than 20%, it raised expectations to the utmost. It’s the opinion of the television industry that at this point, having aired six of twenty episodes, the drama should already have surpassed 30%. Compared with the solid No. 1 Queen Seon-deok, it’s more than 10% lower, a fact that has the faces of those involved cast in shadow.

Some broadcast sources assert that the ratings are an optical illusion. Compared to other television dramas, IRIS is available through various channels, which disperses the ratings. On the cable movie channel OCN, the week’s episodes of IRIS are shown on Saturday and Sunday. It’s a faster re-broadcast than in usual examples. The re-broadcast showed the racy kiss scene and bed scenes that weren’t aired on broadcast television. An OCN representative said, “We brought in the top ratings of 2%. It was the No. 1-rated program of the other cable television stations in the same timeslot.”

The effect of the legal online downloads can also be seen. IRIS has hit the jackpot, and as of November 1, it had recorded 800,000 downloads. Each episode costs 700 won (60 cents), meaning it has already earned 560 million won ($473,000). A broadcast source asserted, “IRIS doesn’t have the characteristics of a mania drama, so there are relatively few passionate viewers who must watch the episodes when they initially air.”

The analysis that IRIS is inherently limited from surpassing the 30% ratings mark has come from with KBS as well. Although IRIS is a large-scale spy-action series that is extremely rare for Korean dramas, with the drama actually focusing on the melodramatic storyline, it has met with its ratings limit. One KBS source pointed out, “It appears that Korean dramas are still limited in the spy-action area. If a spy-action drama were drawn more persuasively, it could see 30 to 40 percent ratings.”

The online/rerun argument isn’t really persuasive for me, because other dramas also have episodes available for rewatching on weekends and online in both streaming and downloadable forms (and both legally and illegally). IRIS does have the additional outlet of the cable channel, which other dramas typically do not, but that seems to me a small blip — not enough to explain the overall ratings scorecard.

At the end of the day, IRIS ain’t hurting, and I’m sure they’re not crying all the way to the bank. I find it interesting that the combined starpower and money and special effects couldn’t create more of a smash success or a pop-cultural sensation (Boys Before Flowers didn’t have much higher ratings, for example, but it stirred a positively overwhelming phenomenon in pop culture at large). But I guess money don’t buy you everything!

I don’t mean to say that IRIS doesn’t deserve its success, and I think it’s a very well-produced, well-acted, well-executed show. I do think, however, that it’s much more flash and glitz than heart — and when the story doesn’t quite ring true for me, it does hit a glass ceiling in my own mind, no matter how well-done the rest of its attributes are.

Via Hankook Ilbo

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wow falls short? i'm liking the drama a lot..

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Sorry, but I gave up watching Iris only a few parts of TOP, You're Beautiful is the best,

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sounds like too much hype for me, and it's only a few episodes?

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I really liked episde 1, but I just couldn't get myself to finish ep 2--once they got to Japan and LBH and KTH were acting all "innocent/shy-like" at the hot spring, I didn't even make it to the bed scene... I don't know, maybe it's their age, seemed really fake cutesy for the camera, and what was up with the young Japanese girl? just to show/reiterate how hot LBH is??? I loved LBH in All In and Beautiful Days, but maybe it's his popularity, I think he's a great actor, he knows it, and maybe it shows in his acting...we know it's all about him!
They should be happy to hold the number one spot for their timeslot, maybe they want the mania craze You're Beautiful is producing...but hey, can't have it all! Gotta learn to share!

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the show is overrated.

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Sorry...but I just noticed...why when the heading is "falling short of expectations" are there pictures of JJH and KSY instead of LBH and KTH? It's like not wanting to associate LBH and KTH with the "failure" as they call it. I say, put a picture of LBH under that title...just my opinion...

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@6,
The simple reason is I've used up all the LBH pictures in my current stash and had plenty of the underappreciated actors still untouched. So I figured I'd spread the love around a little. Nothing as complicated as trying to avoid associating LBH with the drama, I assure you!

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Yep, they represent IRIS much better :)
those 2 (on the pictures) would have made much better leads! Than drama would had better ratings may be :) I don't think that Lee Byung-heon is good looking, the girl looks weak as the agent and all that "angst: i can't tell the truth". And they don't have any chemistry together.
IMHO>

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@7, JB

I was just about to comment on how great that pic is of Jung Jun-ho! He's definitely my new right-age crush, and I miss seeing him since I can't watch IRIS online anymore.

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^ LOL @6 interesting observation. i, like many others, never got past the second episode, haha. there's no crazy chemistry, and like already mentioned, lack of heart. and there isn't any CURAZZY suspense or drama to really make up for it (at least from what i've seen)

edit: what's this about not being able to watch IRIS online anymore? i don't get it?

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@sue

Apparently IRIS crew went on a cleaning spree and removed all online videos of IRIS that were unofficially posted due to copyrights.

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@7, Thanks JB,
that's what I figured...It's just unfortunate they get exposure...but under that "disappointment" article. Not that it's bad, since obviously they are doing really well, but I'm just imagining JJH reading something like that and seeing his picture...although it is a great picture of him!

@9
I don't know about the other sites, but I think Viikii had a message about copyrights, and so they can't put up the videos for IRIS with subs on their site anymore, which is one of the main sites for viewing Kdramas with english subtitles. I don't know if there are other "legal" sites.

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i watch my k-dramas online. i am not able to watch IRIS currently because of whatever going on. I watched up to ep 4 or so. But guess what, i dont have IRIS withdrawal syndrome. So, i guess i am not crazy about it. good cinematography though.

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Episode 4 left off on a huuuge cliffhanger, the point where you just knew LBH was going to carve a fork in the road. What was going to happen next was obvious. How it was going to happen, not so obvious, but still. Then IRIS pulled copywright on viikii and sssiiigghhh, no more drama for tinyv.

LBH was the heart of the story to me. Seriously, he acted his part well; he's both honest and really, really capable. He's open with his love and his friendship, etc. With twenty episodes, though, I don't know if they can rely solely on him the whole way.

This article kind of casts IRIS in a bad light, I think. While reading it, all that came to mind was: "...and that's what happens when you care more about ratings than story."

Definitely induced a "booya" moment. ^_^

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Huh I thought it was doing quite well
But I guess you're beautiful is more of a pop culture thing
Yea I don't understand the ratings too but I do know that
If the main couple has nice chemistry, then that kinda kills
The drama for me

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Many people expect so much from a drama like that and most often it will always disappoint. It looks expensive but the story is not really new.

I love teenage love like "youre beautiful", more fun.:)

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Ratings are a little higher than my expectations so far. (I've watched enough K-dramas over the years to know thrillers are still a difficult sell for ratings. You still need to sell the romance, and spy romances are inherently difficult to reconcile.) It's also a much better show that I was expecting; they've done a pretty good job balancing the romance with the boom-boom-pow. It's not wholly original, but reasons cited before, 75% of the show has a fluidity of style that's remarkably successful given previous attempts at this type of stuff. Finally, can we kinda just let go of YB vs. Iris? Appels and oranjes, no?

Next week, they're going to premier episode 1 of Iris at the Wilshire Theatre. That should be fun.

"(Boys Before Flowers didn’t have much higher ratings, for example, but it stirred a positively overwhelming phenomenon in pop culture at large)."

BBF's ratings are still shocking to me. Had East of Eden not been airing, I still think BBF would have gone into the 40-50 range and garnered Samsoon-size numbers. Hell, I still think if BBF was aired LAST year, it wouldn't have done as well. Just a perfect storm in every aspect.

Can honestly I probably will never enjoy another show as much as I did BBF. Not because it was good, but because it was the right show at the right time. My hunch is that the majority of the adult K-drama audience felt the same way.

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Personally, I'm not surprised. I never did warm up to Kim Tae Hee as the lead actress and the rip offs from American films and shows like Bourne and 24 is disappointing. With that much money, you'd think they could have written better story lines. Even the new japanese series ROMES, which is much better than Air City, is more creative than this.

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The great thing about the KDrama-culture is that, it offers a whole spectrum of genres to choose from...may it be spy-thrillers(like IRIS,Time between Dog&Wolf,etc.).. romantic-comedies(like Coffee Prince & My Girl)... pop-culture sensations( like BOF &YAB)...family dramas( like My Too Perfect Sons,Smile,You)...which gives us, drama-addicts...CHOICES!!! I don't really care about all these "ratings-brouhaha", because in the end...it's really up to the viewers which ones they appreciate & really love to watch. I, for one...watch & love them all!!! LOL!!!
Is there an alternative site (other than Viikii) where I can watch IRIS?
Thanks, JB for posting the article...

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I love Jung Joon Ho! Thank you for putting his pic!

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hi JB,

This this like DAVID AND GOLIATH only...LOLZ!

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@4 The little Japanese girl does come into play in later episodes, don't fret (: I think the problem with this drama was it got so much better later. People gave up too soon (: I'd say episode 4 and beyond was when it really got goodd

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Well what do they expect? IRIS is unfortunate enough to be placed in the Wednesday-Thursday slot, those are the worse days to get high ratings. If it had been placed on Monday-Tuesday slot it would give Queen Seon Deok ratings a run for their money.

In Wed-Thu slot most dramas are even considered lucky if they hit past the 20% mark in ratings department. IRIS is doing incredibly well considing those circustances.

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JUNG JOON HO! OMGGGG, I LOVE HIM AFTER LAST SCANDAL! THANKS FOR THE PIC! :D

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@16 Belleze. Agreed!

What's this never ending comparison of YB vs Iris. They are different genres, you guys, so just let it go.

Also, I don't quite understand statement like.. I stopped watching this drama long ago, coz it just bad/bored me to tear/actor or actress sucks bla bla bla. (I noticed these kind of comments everytime JB posts an overhyped or badly done, or uninteresting or or so so drama)

At least JB watched all those bad dramas to support her opinion. But for posters who quit /don't even watch / watch ony like 15 min worth of ep 1? To me, that just just sound so very ignorant..

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"People gave up too soon (: I’d say episode 4 and beyond was when it really got goodd"

@21~~Don't say that! TT_TT

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