International Journal of Innovative Research in Engineering and Management
Year: 2018, Volume: 5, Issue: 1
First page : ( 1) Last page : ( 6)
Online ISSN : 2350-0557.
DOI: 10.21276/ijirem.2018.5.1.1 | DOI URL: https://doi.org/10.21276/ijirem.2018.5.1.1 Crossref
This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0) (http://creativecommons.org/licenses/by/4.0)
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Julina Tajul Ariffin , Dr. Hassan Abu Bakar , Dr. Nor Hafezah Yusof
TV drama series in Korea have become the favorite media genre and consequently, Malaysian viewers are inclined towards Korean dramas rather than other Asian ones. The purpose of this study is to explore the strategies employed by Korean media broadcasters in promoting Korean television dramas in Malaysia. This research uses qualitative methods to address the Korean drama phenomenon. Four respondents from selected Korean Broadcasters namely, from Seoul Broadcasting System (SBS) and the Korean Broadcasting System (KBS) were identified to participate in the in-depth interviews. The findings are significant in explaining the global success of Korean dramas. The results will also be able to help the Malaysian government in determining the future Malaysian media working plan.
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Universiti Utara Malaysia, Malaysia
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