'Achimmadang' is changing with a major overhaul for the first time in 35 years. The key is whether it can show the potential to expand beyond defending a 5% metropolitan ratings share and being a program only watched by 'moms and dads' to attract younger viewers as well.
KBS held a press conference for KBS 1TV's 'Achimmadang' at the KBS headquarters in Yeouido, Seoul, on the morning of the 30th. Attending were 'Achimmadang' co-hosts announcers Eom Ji-in and Park Cheol-gyu and newly joined panelists comedian Jung Tae-ho, singers Na Sang-do and Yoon Su-hyun, and director Kim Dae-hyun, who spoke with domestic reporters about the program's overhaul.
'Achimmadang' first aired on May 20, 1991, and this year marks its 35th anniversary. As a long-running representative program of Korea, it has been well loved, and after about 35 years on air, 'Achimmadang' is undertaking a revamp under the banners of 'viewer participation,' 'fun,' and 'digital expansion.' KBS began implementing the overhaul today (the 30th), centered on introducing day-specific specialized formats and strengthening digital content.
This overhaul began with thorough data analysis. According to a program awareness survey KBS conducted in February of this year targeting 600 viewers aged 40 to 70, the top complaint viewers cited was 'not fun/boring.' This was followed by a lack of diversity among performers, demands for more informational content, and stronger digital accessibility.
There are three main directions for the overhaul. First, under the principle of 'made together with viewers,' the program greatly increased participation segments in which viewers appear directly. Day-specific story submissions, opinion sharing, real-time voting, and quiz participation will be strengthened through the program's own app 'Tibet' and ARS, reinforcing existing two-way communication channels. Second, under the strategy 'add fun to emotion,' the program strengthened genre-driven entertainment. Departing from the static talk-show format, Monday will explore couples, Tuesday will be a celebrity talk show, and Friday will be a variety quiz show, applying differentiated entertainment formats by day. While preserving the authenticity of portraying viewers' lives, the intent is not to lose the 'joy of watching.' Third, with the goal of 'connecting TV to digital,' the program will bolster digital content. Through these three innovations KBS set concrete goals of defending a 5% rating and entering the topicality ranking within the top 50.
The day-specific corner identities have also become clearer, and star panels optimized for each day have joined, raising expectations. On Monday's 'ByeolBubuJeon' the active trot duo Kim Yang and Na Sang-do will appear as panelists. Tuesday's 'With the famed [nim]' is a talk show where a celebrity and those close to them appear together to reveal untold backstories, with 'Gag Concert' alumnus Jung Tae-ho serving as a panelist. Wednesday's flagship corner 'Challenge! Stage of dreams' will feature broadcaster Kim Hye-young and singer Ahn Sung Hoon as panelists. Thursday's 'Thursday special lecture: Teacher's one move' will include lifestyle-focused lectures on finance, fashion, and health, with comedian Jo Su-yeon joining to lighten what could be a stiff lecture atmosphere. Friday's 'Quiz show: Ten million luck' is a variety quiz show where a four-person team competes for a top prize of 10 million won, boasting the largest prize in the history of morning broadcasts. Singer Yoon Su-hyun will serve as MC, bringing her refreshing energy to Friday mornings.
After presenting a 10,000th-episode special last October, the program is attempting a major overhaul in about half a year. Director Kim Dae-hyun said about the revamp of 'Achimmadang,' "Our staff worried and prepared diligently. We tried to include many stories, so please convey them in an engaging way," as he greeted the audience.
He described the biggest change in this overhaul by saying, "There are three keywords: viewers, fun, digital. We prepared changes around these keywords, but rather than aiming for drastic change, think of this as an overhaul that responds more to the wishes of those who have loved our program by strengthening areas that were lacking. Before the overhaul we conducted a survey of about 600 viewers. The survey showed that the most lacking elements were 'fun' and 'novelty.' We strengthened those elements through day-specific corners. The original, sincere, people-centered 'Achimmadang' will continue. You can think of this as being further reinforced."
How did the booking criteria change to match the standards for change? Director Kim Dae-hyun said, "They're people our viewers like. There are many people viewers want to see these days. We try daily to invite those people. If there are people who want to speak to viewers with authenticity about their lives, we are ready to bring them on."
Eom Ji-in, the main female anchor of 'Achimmadang,' said, "It's been three years since I returned to 'Achimmadang.' I did it 10 years ago, and now I'm doing it again. I've been with the company for 20 years. The fact that KBS's flagship public affairs program 'Achimmadang' holds a press conference this often is itself a sign of change. The attempt to speak with reporters shows a greater desire to talk and meet closely with viewers. I felt that as times change and trends shift, Achimmadang is changing too."
She added, "Today's first broadcast of the revamped show aired. 'ByeolBubuJeon' aired, and it's not a program that feels out of place. It's not that everything suddenly changed; viewers have loved 'Achimmadang' because it's always there at 8:30 a.m. The spirit and meaning remain, but we wanted to get closer to the elements of fun and topicality that people want now, so we debated how to communicate with viewers and decided to try a bold overhaul this time."
To that end, Eom Ji-in will even deploy a sub-character, 'Eom Young-ja,' and present YouTube content. She explained the planning intent, saying, "Even 10 years ago, the remarkable guests who came on 'Achimmadang' had so many stories that it was regrettable to tell them in just one hour of live broadcast. During pre-interviews there are countless interesting episodes that can't all be aired live. It would be good to have a channel to share the behind-the-scenes stories."
She continued, "This story has always been there, but the team leader took charge to try something new. Some might say, 'YouTube isn't easy,' but because booking was not easy, attempts weren't made before. Seeing viewers enjoy the 'Eom Young-ja' persona, I wondered whether approaching it on a different level might work. I thought it could create a separate channel from Achimmadang."
She joked, "Through the YouTube channel I can share behind-the-scenes stories and things I've personally wanted to try but couldn't on live public broadcasting. I might openly say I want to go to Starbucks, ask why Jung Tae-ho came on the show, or speak bluntly to Park Cheol-gyu."
Park Cheol-gyu, who joined 'Achimmadang' last year, returned to basics with the overhaul after eight months on the show. Park said, "About three months after I started appearing, there was the 10,000th-episode press conference and I felt how great 'Achimmadang' is. Every Thursday there's an apartment market, and the ajummas recognized me so much I left feeling embarrassed. They said they only watch 'Achimmadang' in the morning and start their day with it. In my age group people knew the 'Achimmadang' brand but didn't feel its meaning. Hearing viewers speak directly while I hosted and seeing them warmly welcome me made me feel more responsible. I spent a lot of time thinking about how I could blend well into the existing corners."
He added, "Now that the corners have been reworked, we really have to build them together, and I feel responsibility to blend my color into the new approaches the production team tried. In that respect the PDs and writers put a lot of effort into this overhaul. They have been preparing continuously for four to five months. They worried a lot about which parts to emphasize. When I received the first script I felt they had worked very hard. I want to be an MC who brings those elements to life."
In particular, Park Cheol-gyu said, "As I became a father and entered my third year of marriage, I related more to lifestyle and empathy. Whether a celebrity or non-celebrity appears, viewers like life stories. They empathize with whether someone is good to their parents or what they want to say to family, and we'll try to weave those parts well into the corners. There are many guests and many questions during Thursday's special lectures. We've prepared new attempts to incorporate those elements throughout segments, so please feel them, and we'll work to express them well."
The production team is also preparing new activities for Park Cheol-gyu. Director Kim Dae-hyun said, "We are preparing to present Park Cheol-gyu's parenting diary on YouTube starting in May. The baby is not yet 100 days old, but we should be able to show it around then," raising expectations.
Park Cheol-gyu's wife gave birth to a daughter on Feb. 3, which drew attention at the time. He joined 'Achimmadang' and continued working hard through the overhaul without taking a separate parental leave. He stressed, "I have no such thoughts. Having worked as a freelancer for a long time before joining the company, I must not leave my post. What use is a personal matter? My wife understands," while emphasizing the changes prompted by the revamp of 'Achimmadang.'
New permanent panelist Na Sang-do said, "I was nervous about the overhaul, but hearing the signal music melted it away. Announcers Eom Ji-in and Park Cheol-gyu hosted comfortably, so it didn't feel like a completely new program. I wondered how many people would find this broadcast comfortable. I think I fit well with 'Achimmadang.' I'm not the kind of face that's overwhelmingly handsome; I have a folksy, comforting face. I think I'm a character that suits Achimmadang," expressing pride.
He added, "I plan to get married here. If I get married while I'm a panelist, I'll announce the marriage on 'Achimmadang' and have my groom's entrance music be the 'Achimmadang' signal. Please support me," which drew cheers.
Above all, Na Sang-do said, "Even after my audition, I wasn't told I succeeded, but when I said I would appear on 'Achimmadang' my father said I really had succeeded. Our elders gather at the community center every morning to watch 'Achimmadang.' There are many good programs Monday through Friday, but please watch particularly on Mondays," he added with a laugh.
Director Kim Dae-hyun added on the criteria for recruiting new permanent panelists, "The standard was simple: how much they love Achimmadang. For corners like 'ByeolBubuJeon' which deal with love and marital happiness, we wondered who could fill that role. The production team hoped some of the performers might get married. If viewers support those elements through the broadcast, it could be fun."
He continued, "Tuesday is 'With the famed [nim],' and we agonized over strengthening the fun. We aimed for a more variety-style talk show and considered many potential panelists. I picked Jung Tae-ho because I thought his potential and current ability could be fully showcased. I think he'll handle mischievous questions well on the Tuesday corner. Also, our Friday corner has changed to the quiz show 'Ten million luck.' Teams will work together to win 10 million won, and Yoon Su-hyun will participate as MC to show another new side. Wednesday's panel changed from teacher Lee Ho-seop to singer Ahn Sung Hoon, giving Wednesday a younger, fresher feeling."
Yoon Su-hyun said, "Hosting a live quiz show is intimidating. The fact that the largest prize in Achimmadang's history, 10 million won, is at stake is also intimidating. I'll work well together with the reliable announcer Park Cheol-gyu. Whereas the previous quiz show had individuals competing for a prize, 'Ten million luck' requires teamwork to win. It will be fun to see how teams show their teamwork. To give a little spoiler about the quiz: it's not about trivia or knowledge but uses AI for very entertaining quizzes that require quick wit and sense, so viewers can also enjoy solving them. I'll try to make it entertaining."
Jung Tae-ho also said, "I'm nervous to be part of 'With the famed [nim].' I'm grateful to be on the dream stage of 'Achimmadang.' My father is very excited. I'll do my best for my father. The reason I debuted as a comedian was for the Tuesday corner on Achimmadang. Comedians have few places to stand, so I'm grateful to be part of Achimmadang. I'll bring bundles of laughter on Tuesday. I'm preparing many characters; please check them on the broadcast," he joked.
Meanwhile, director Kim Dae-hyun addressed the 5% defense ratings goal, saying, "To be specific, it's based on the metropolitan area. Not nationwide. We internally look mostly at metropolitan standards. An average rating of 5% was about that level last year. The media environment is changing rapidly, and this overhaul is our response to how we can survive. Officially I didn't want to disclose the rating number, but the press release went out, so the goal is to defend a 5% metropolitan rating," while emphasizing, "But ratings are not the primary goal. If there are good stories along with ratings, telling good stories comes first."
Announcer Eom Ji-in also said, "Ratings matter, but we're also tracking topicality scores separately. We tried to move beyond the notion that Achimmadang is something 'moms and dads watch' and that younger viewers wouldn't watch the live broadcast. We started attempts to make people watch via YouTube and aim for viral spread. On TV we'll continue communicating with our main viewers and present content that reaches younger audiences through this program. If I start YouTube content, which I expect in May, the person we'd always like to host on Achimmadang is Lim Young-woong. I hope he appears someday; if the studio is difficult, then on YouTube content. Personally I'd like to go in front of Hongdae to communicate directly with young people, see whether they know Achimmadang, and try to get them to watch. I hope people see this not as us changing but as the start of expanding our reach," raising curiosity about whether singer Lim Young-woong might reunite with 'Achimmadang' via YouTube.
Park Cheol-gyu said, "If you don't find it fun, you don't have to watch. That's the viewers' choice. We'll try to provide as much fun as we can. Isn't that like a yard play? If it's not fun you can leave in the middle. We'll aim to raise the average level of fun and touching life stories, so please consider that. If you tune in to KBS 1TV, we'll work to keep you watching."
Finally, director Kim Dae-hyun said, "There were questions about why we were overhauling now, but we felt that if not now it might be too late. People ask what the overhaul is for; we want to be loved longer even though we're already loved. I can't say much in detail, but we've prepared many gifts. From the stars you want to meet to guests with deeply moving stories, we've prepared many gifts, so please come and receive them."
KBS stresses that while pursuing fun in this overhaul, it did not lose the public broadcaster KBS's values. Formats that make viewers protagonists instead of mere audience members and the decision to maintain and strengthen phone participation (ARS) channels for seniors who experience information gaps in the digital transition are seen as demonstrations of broadcasting 'for everyone.' Expectations are building about what response 'Achimmadang''s changes will elicit from viewers. 'Achimmadang' airs every Monday through Friday at 8:25 a.m.
[Photo] Provided by KBS.
[OSEN]