Agent Kim Reactivated has skyrocketed to a 21% nationwide viewership rating just four episodes into its run, turning into a massive win for SBS and a painful missed opportunity for MBC.
The series was initially in talks for an MBC slot last year, with So Ji Sub already attached as the lead. However, the deal fell through when the two sides couldn’t agree on production costs, allowing SBS to step in and pick up the project in March. What could have been a major savior for MBC during the slow summer television season has instead become a runaway hit in SBS’s coveted Friday-Saturday time slot.
An industry insider noted on July 9th that the show’s production company, Fantagio, was originally negotiating with both TVING and MBC before talks collapsed over the budget. Another production executive suggested that SBS held a distinct advantage due to its content partnership with Netflix, pointing out that creators today heavily favor networks that can offer strong global streaming distribution.
MBC has felt the loss particularly hard. After losing Jeongnyeon: The Star Is Born to tvN in 2024, the network failed to secure another highly performing project. Now, it has reportedly become a sore subject within MBC’s drama division as the drama posts impressive ratings on SBS.
The situation reflects a broader shift in the balance of power within South Korea’s entertainment industry. With well-funded production companies aggressively bidding for popular webtoon adaptations, traditional television networks no longer hold the leverage they once did.
In the meantime, watch trending K-dramas for free on Amasian TV.
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