SBS has unveiled its launch programs for the second half of the year.
On the 13th, SBS held the '2025 Second Half Showcase' to reveal its key content and new advertising products. The event, attended by about 300 advertisers and stakeholders from advertising companies, garnered significant attention as SBS showcased a new lineup across all genres including drama, entertainment, and documentaries.
Drama - A diverse lineup featuring 'Radical, Sweet, and Refreshing'
Hong Seong-chang, head of the drama division at Studio S, noted, "The SBS dramas for the second half of 2025 are keyworded 'Radical, Sweet, and Refreshing', featuring a wide range from intense genre pieces to heart-fluttering romances and guaranteed hit super IPs."
'The Mantis: Original Sin', starring Ko Hyun-jung and Jang Dong-yoon, is expected to premiere in September. Set 20 years after the arrest of a brutal serial killer known as 'The Mantis', a detective who has harbored lifelong hatred for the 'Mantis,' who is his mother, unexpectedly partners with her in the investigation of a copycat crime. The high-density crime thriller is anticipated to showcase SBS's distinctive genre weight and quality.
A sweet, chewy, 90-day survival romantic comedy drama 'Would You Merry Me', starring Choi Woo-shik and Jung So-min, involves two individuals attempting to secure a luxurious newlywed home. Additionally, 'Kiss is Wasted!', featuring Jang Ki-yong and Ahn Eun-jin, portrays the romance of a single woman disguised as a married woman and the troubles of her team leader who can't forget their passionate kiss. This follows the lineage of SBS's charming romantic comedies such as 'Our Beloved Summer' and 'Business Proposal'. Returning with a new villain and an expanded scale, the hit IP 'Taxi Driver 3', starring Lee Je-hoon, Kim Eui-sung, and Pyo Ye-jin, heightens expectations in the field.
Entertainment - Filling time with laughter, emotion, and healing
In the entertainment sector, CPs Min Ui-sik, Park Sung-hoon, and Kwak Seung-young from Studio Prism took to the stage to unveil new content promising powerful laughter, emotion, and healing. 'My Turn', which premiered on the 7th, experiments with the genre of 'fake reality show', targeting the hyper-realistic tastes of the 10-30 age group. Lim Young-woong's reality show 'Island Bachelor Hero' portrays an unplanned life in an island village in the South Sea, attracting attention as a healing variety show that appeals to both fandom and general viewers.
The ambitious large-scale music audition project 'Our Ballad', presented by the audition powerhouse SBS, will reinterpret 100 classic ballads through the lens of the 10-20 demographic, promising a unique project that crosses generational sensitivities. Finally, 'Secretary Team', which closely follows a star's day, features the slightly older bros Lee Seo-jin and Kim Kwang-kyu as a star's daily managers, generating significant anticipation as a reality companionship talk show that reveals the star's unfiltered life.
Culture - In-depth reportage and documentaries
In the culture sector, SBS unveiled a richer lineup, including a report documentary 'War with the Gangsters' that tracks international crime organizations and various documentaries analyzing unsolved crimes.
At the event, SBS M&C shared the results and success stories of advertising executions from the first half of the year, and revealed its integrated marketing strategy for the second half. SBS M&C highlighted five key points for advertisers needing to purchase SBS ads: ▲ killer content lineup ▲ new products such as content bridging and optimized day marketing ▲ short-term upfront special benefits ▲ sales system improvements ▲ new solutions such as addressable TV and DOOH. They emphasized that SBS could achieve reach, branding, and performance through a content lineup that increases global attention and advertising solutions that effectively commercialize this.
[Photo] OSEN DB, provided by SBS
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