Promoting K-Drama through Radio Program

Are you still listening to radio?

If you’re a part of Generation Y born between 1980 and 1995 when technology started to be introduced and taking place in our everyday lives, you must have been undoubtedly familiar with radio.

Back then, radio, television, newspaper, and magazine were our primary source of information and entertainment. They were also the main means for promotion, for either commercial or noncommercial purposes.

In the era of disruption, these mainstream media are replaced by whatever it is on demand.

Blog is replacing printed media.

Podcast is replacing radio.

And YouTube is replacing television.

K-Drama which was once aired mainly on television (and/or storage device like laser disc and compact disc) can now be enjoyed through streaming service.

As one of the cultural products of South Korea, the success of a K-Drama depends heavily on its promotion channels.

The promotion is not always about the drama’s storyline.

It can also revolve around a specific actor/actress.

It can also focus on delivering certain message.

It can also about exposing commercial products which are sponsoring the said K-Drama.

The more people talk about a K-Drama, the better it is for everyone involved: the television station, the production house, the actors, the sponsors, etc. A popular and successful drama is encouraging the production of other dramas with same caliber.

As per July 2021 I am leading Drakor Class, a community whose activities are based on K-Drama and literacy. Drakor is an Indonesian term, an abbreviation of drama and Korea, or K-Drama.

Drakor Class founders

We were founded last year on October 10, 2020. Our aim is to promote K-Drama and overall Korean culture (music, food, language, custom, etc.) through writing. We’re present on blog and various social media.

As an organization, Drakor Class is comprised by essential divisions.

Regarding CONTENT, we have divisions running the blog, Instagram post, Instagram Live, podcast, YouTube, Twitter, and TikTok.

Regarding PUBLIC RELATIONS, we have divisions running the sourcing of Subject Matter Expert (SME), collaboration with Hallyu communities, and collaboration with mass media.

Every division aims for raising public awareness of Drakor Class, as one of communities promoting Korean culture and literacy in Indonesia. Every activity or event we initiate or take part in is working towards that goal.

One of the workplans of Mass Media Division is to bring forth Drakor Class in traditional mass media, such as: television, radio, newspaper, and magazine.

In February we were invited to V Radio 106.6 FM Jakarta, one of the prominent radios in Jakarta, to introduce our community. During the interview we talked about:

  1. our main drive,
  2. our vision and mission,
  3. our effort to encourage people to watch K-Drama for entertainment, information, inspiration, and education.
Image source: flyer by V Radio 106.6 FM Jakarta, Indonesia

Through the show we received warm welcome and afterwards we sought ways to be featured in other mass media.

The good news came in May 2021. We sealed the deal with RPK 96.30 FM Jakarta for routine appearance in their weekly program: Johayo Show every Saturday from 2 to 3 PM.

The radio director and I took a picture together after signing the contract

Once Korean Cultural Center Indonesia (KCCI) was also present in the said show. While KCCI talked about Korean culture in general, ranging from food to custom, Drakor Class focuses on discussing mostly anticipated K-Dramas.

To date, we have been on air four times to discuss about:

  1. astral creature in K-Drama, in reference to “My Roommate is a Gumiho” (Jang Ki Young, Hyeri),
  2. medical drama “Hospital Playlist” Season 2 (Yoo Yeon Seok, Jo Jung Suk, Jeon Mi Do, Jung Kyung Ho, Kim Dae Myung),
  3. law drama “The Devil Judge” (Ji Sung, Park Jun Young),
  4. period-zombie drama, the special episode of “Kingdom: Ashin of the North” (Jun Ji Hyun, Park Byung Eun).

We are on air every two weeks and I participated in the last two episodes, discussing the background stories of Judge Kang Yo Han (Ji Sung) in “The Devil Judge”, and of Ashin (Jun Ji Hyun) who brought the resurrection plant to Joseon Dynasty depicted in the “Kingdom” series.

I had tremendous fun. The radio program proves that K-Drama is much more than what meets the eye.

The K-Drama “The Devil Judge” brings message about justice, law, the voice of majority, and the human’s multidimensional characters and emotions.

It’s not only about superb acting by Ji Sung and his peers, but also about the “crazy” era we currently in: the internet era, where truth is nothing but perception and truth is defined by those holding the power.

This K-Drama makes us think and contemplate, very much like other dramas which entertain and educate at the same time.

On the other hand, K-Drama “Kingdom: Ashin of the North” is not merely about zombie. It is a political drama, driven by human’s ambitions and the excuse to achieve greater good, and it’s a showcase of the creator’s extraordinary writing skill.

The plot twists are logical and mesmerizing. Instead of putting the reason of the premise at the beginning of the story, the writer Kim Eun Hee weaved it seamlessly in the middle of the storyline.

It makes us reminiscing about how good “Kingdom” Seasons 1 and 2 were. It also makes us looking forward to “Kingdom” Season 3 to be premiered next year. What an effective marketing strategy!

Eventhough radio is slowly but surely replaced by podcast on demand, this media still has its loyal listeners. Drakor Class is happy to be on air to promote K-Drama to the listeners in our country, Indonesia.

I am more than happy to lead this inspiring community.

Until next article!

4 thoughts on “Promoting K-Drama through Radio Program

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