Analysis of Success Factors of Network Television Drama: Using Viewing Rate

This study aims to analyze the success factors of network television dramas using viewing rates.Because the television drama genre is the most popular, a substantial amount of production resources is needed to produce it.It is also important for advertising and product placement to predict drama's success.Based on the previous studies, the researcher considered the star factors, scheduling factors related to adjacent effects, and genre effects.This study adopts an analysis of variance to scrutinize dramas from 2010 to 2016 aired on KBS1, KBS2, SBS, and MBC.The total amount of drama is 236 based on random sampling.The viewing rates are used for the dependent variable.Results showed that fames of actors/actresses, genres, and schedules influence the success of dramas.In other words, the drama that adopts two-star actors/actresses has a statistically higher viewing rate than one top star actor/actress or no stars.The adjacent effect is valid because the drama aired before the main news program has the highest viewing rates compared to other times, such as morning, early evening, or night.Finally, melodrama is the genre that has higher viewing rates than other genres, such as family/society drama and historical/political dramas.Limitations and future studies are also addressed.