The MBC drama 'When the Phone Rings' has quickly captured viewers’ attention with its 12-episode format and fast-paced storyline, surpassing 9.2% viewership ratings at its peak during a scene where Saeon (Yoo Yeon Seok) and Heeju (Chae Soo Bin) participated in a two-person jump rope competition at a company retreat. Overall, the 6th episode achieved nationwide ratings of 6.9% and 6.4% in the metropolitan area (Nielsen Korea, household basis), along with a 2049 demographic rating of 2.4%, setting new records for the show.
This success comes despite challenges such as emergency cancellations due to President Yoon Suk Yeol's martial law declaration and a controversy over the misrepresentation of sign language. The drama, a secret 'romance-thriller' about a marriage of convenience, combines the emotional depth of the original web novel with suspense, offering a fresh and compelling story.
According to FlixPatrol, 'When the Phone Rings' ranked second globally in Netflix’s TV Show category within two weeks of release, topping the charts in 33 countries. Following the drama's release, the original web novel saw a fivefold increase in views and a 14.6-fold rise in revenue, securing the top spot on KakaoPage’s web novel rankings.
The success of the drama lies in its seamless blend of genres. Romance and thriller elements create gripping tension, while the director’s careful moderation of explicit content made it accessible to a wider audience. The intense melodrama between the main characters particularly resonated with female viewers.
Amid concerns over the decline of melodramas, 'When the Phone Rings' has demonstrated strong performance, signaling a potential revival of the genre. It highlights the continued demand for melodramas, bringing renewed optimism to the production landscape.
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