Broadcaster Jang Young-ran immediately bowed her head and apologized over allegations of home shopping–linked programming and deceiving viewers surrounding her personal brand. However, the broadcasters that aired the programs in question have remained silent, leaving a sense of disappointment.
On the 24th, Jang Young-ran released a lengthy apology on her personal social media, saying, "Recently, a YouTube video addressed matters related to the brand I am responsible for, and it seems I caused worry and concern to many people, so first I truly want to say I'm sorry." The ripple effect followed after the YouTube channel "Samangyeowoo TV" raised suspicions that the diet product from the brand for which Jang Young-ran is the representative was part of coordinated programming from the broadcast segment through to home shopping.
Samangyeowoo argued that the diet product from the brand led by Jang Young-ran was featured not only on the recently aired MBC program "Reconstructing health: Seorok" but also on KBS 2TV's "Good morning, Korea," and that after broadcasting it was scheduled on home shopping, raising suspicions of "coordinated programming." "Coordinated programming" refers to items appearing in information-focused broadcast programs being aired consecutively on home shopping. Because it naturally stimulates consumers' purchase desires amid continuous TV viewing, it is perceived as an act of deceiving consumers and is subject to broadcast review.
According to Samangyeowoo, after the diet product from Jang Young-ran's brand was introduced on "Reconstructing health: Seorok" and "Good morning, Korea," it was sold on another home shopping channel, sparking suspicions of coordinated programming. Samangyeowoo even claimed that the programs, from production stages, arranged only users who had used specific products to appear or constructed broadcasts in which participants recited lines following a set script.
Regarding this, Jang Young-ran emphasized, "From what we have confirmed so far, we have proceeded in compliance with the relevant regulations and guidelines, and we believe there were no parts we violated or overlooked in that process. Also, we were not involved in the production process, direction, or casting of guests for home shopping or the broadcasts."
However, she said, "Nevertheless, I take seriously that our product was introduced through inappropriate guests, which caused discomfort and disappointment to many people, and I sincerely apologize. I also reflected again on the issue of coordinated programming through this video."
She added, "I will use this opportunity to more carefully review, from the consumers' perspective, which parts felt lacking and what led to misunderstandings or discomfort. I will take seriously the criticisms sent through content produced after long reporting and investigation. I apologize once again."
But separate from Jang Young-ran's apology, broadcasters such as MBC and KBS that aired the product have kept silent. OSEN's reporting found that the programs in question are all externally produced. Because they are not in-house productions by the broadcasters, it takes more time to ascertain specific facts about the production process or to determine whether explanations will be provided.
Regardless of whether the programs were externally produced, it is a matter to examine whether the broadcasters aired them without filtering and tolerated coordinated programming. If coordinated programming rode on brand-level promotion, the broadcasters too must be questioned about whether they overlooked or were negligent about those problems simply because the programs were externally produced.
Ultimately, what affects viewers is the "broadcast" itself, which targets a broad audience. One cannot overlook the influence of the broadcaster that owns it. While Jang Young-ran took the lead in apologizing for matters related to the personal brand she represents, the broadcasters appear to be avoiding addressing production process issues as they are raised, leaving a sense of regret.
[Photo] OSEN DB, provided by MBC, source: SNS.
[OSEN]