Just another platform for television? The emerging web dramas as digital culture in South Korea

Abstract

Web dramas, which are original serialized dramas that are released primarily on online platforms, are a recent development of digital content in South Korea. As web dramas are intended for mobile viewing environments, this study examines how distribution influenced this emerging form. Particularly, it argues for the consideration of the power of distribution, which does not happen as an afterthought or separate from other areas, but can wield influence on the production, finances, and other business practices of web dramas. Audiences are envisioned as viewing web dramas on the go, so web dramas were only several minutes per episode with simple storylines to maintain the audiences’ attention. The insufficient revenue policy of the existing platforms have led web dramas to seek other alternatives within traditional media structures, where they are positioned primarily as another platform for television industries to explore or rely on the branded entertainment strategy, catering to the business sponsors’ demands. In the recent times, newer platforms and production companies specializing in web dramas have appeared, and this article concludes that there is still the potential for web dramas to independently establish themselves as a new digital form in the future.