LG Uplus unveiled original content 'When the Silver Bell Rings' aimed at middle-aged viewers and announced plans to expand its drama lineup on the 18th. The new content will be available through the movie subscription service 'U-Play' for U+tv and U+mobiletv customers.
'When the Silver Bell Rings' is a drama that tells the story of protagonists in their twilight years who find love through a dating app and reaffirm their love despite signs of dementia in their spouse. The cast includes Song Ok-sook, Park Sang-won, Yesoo-jung, and Ahn Seok-hwan, while the script was written by Hong Yoon-jung, who penned 'The Wrath of a Gentlemen,' under the direction of Choi Byung-gil.
As middle-aged individuals emerge as a key viewer demographic in the online video service (OTT) market, LG Uplus has begun producing content targeting this group. According to a 2022 survey by the Korea Information Society Development Institute (KISDI), the payment amounts for OTT services by individuals in their 50s and 60s increased by 181% and 166%, respectively, compared to the previous year.
The new content 'When the Silver Bell Rings' has been produced in a mid-form format of approximately 30 minutes per episode. It consists of four parts and will be released daily for four consecutive days starting on the 18th. The production is handled by LG Uplus' specialized content studio 'STUDIO X+U.'
'When the Silver Bell Rings' is available to anyone subscribed to the U-Play basic plan (9,900 won/month) or higher, which can be accessed by U+tv and U+mobiletv customers. U-Play is a subscription service that allows viewing of over 80,000 content pieces across all genres, including popular international OTT works, movies, foreign dramas, and animations.
Starting with 'When the Silver Bell Rings,' LG Uplus plans to secure a content lineup that encompasses various generations. Previously, LG Uplus produced and showcased content targeted at 10-20 year-olds, such as 'The Night Has Come,' 'Fragile,' and 'Branding Personality Dynamics,' as well as 'No Way Out: The Roulette' and 'Tarot' aimed at 30-40 year-olds.
Jeong Jin, head of the Media Business Tribe at LG Uplus, noted, "Unlike most romance content which has predominantly cast protagonists in their 20s and 30s, 'When the Silver Bell Rings' boldly introduces middle-aged protagonists," and added, "We will continue to present a diverse content lineup that resonates with customers of various generations through LG Uplus' content."