Actor Ma Dong-seok has struck again.
The cable channel tvN's new variety show "I AM BOXER" recorded a 2% rating for its first broadcast, marking a pleasant start as a new entertainment program. Viewers' actual reactions to the program are hotter than the ratings. After the broadcast, communities and social media said, "It's fun even if you don't know boxing," and "The scale is amazing," with positive comments continuing steadily.
"I AM BOXER" is Ma Dong-seok's first variety show since his debut and a project in which he participated from the planning stage. The first broadcast on the 21st recorded an average nationwide household rating of 2.0% and a peak of 2.2% on paid platforms combining cable, IPTV and satellite (Nielsen Korea). In the Seoul metropolitan area it averaged 2.7% and peaked at 3.1%, ranking first among cable and general programming channels in the same time slot. It is encouraging that it ranked first, beating competing programs in the same time slot.
"I AM BOXER" started with a huge survival format in which boxers compete in one-on-one single matches under the concept of determining the "strongest boxer in Korea" regardless of weight class, age or occupation. The nine rings, matches without time limits, the unique rule where Ma Dong-seok's announcement decides the outcome, the final prize of 300 million won, the champion belt and benefits including a luxury SUV all showed a fresh appeal different from previous variety shows. Immediately after the broadcast, reactions poured in such as "my blood is boiling" and "technically they hit like art," showing how hot the response was. The casting, which brought together Julien Kang, ranked No. 1 in celebrity fight rankings, active champions and former champions and champions from other sports on one stage, also added the weight unique to a sports survival variety show.
"I AM BOXER" is a work in which Ma Dong-seok, a true boxer who holds a Korea Boxing Federation professional coach license and an honorary referee license, was deeply involved in the concept and direction from the early planning stages, placing emphasis on introducing the sport of K-boxing itself to the public. It will be released sequentially through tvN, TVING and the global OTT Disney+, aiming to expand its intellectual property at the same time.
"I AM BOXER" is both an arena to test whether a K-sports variety format can succeed in overseas markets and is expected to have a positive effect on expanding the entire boxing field. Ranking first in the same time slot on domestic paid platforms is a noteworthy figure as a starting point for such a project.
In the next broadcast, the match between Korea's kickboxing top fighter Myung Hyun-man and Jeong Da-un, who is aiming to enter the UFC rankings, will follow, further raising expectations for future broadcasts.
"I AM BOXER" airs every Friday at 11 p.m.
[Photo] Provided by tvN.
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