On the last quarter of 2009, ABS-CBN acquired yet another trendy Korean TV drama. A fusion of Kdrama and Kpop (currently popular in the country and has an established fanbase respectively); it was predicted to match- if not topple records of, all trendy dramas ever aired locally once it premieres on Philippine TV- as per Filipino Asian drama fans’ fearless forecast.
But having recently ended its run, are Asian drama fans losing their touch, for the biggest question is: Why did “He’s Beautiful” seemed to have ‘under performed’? Marred with issues before, during and after its Philippine premiere broadcast- Was it IN or OUT?
This is the official announcement/tagline that every Filipino Asianovela (Asian TV drama) fans was waiting for this year. Philippine channel ABS-CBN: “The First and True Home of Asianovelas” launched “Aja Asianovela” late July 2010 naming its acquired Asian dramas. ABS-CBN was the home to trendy dramas notably the phenomenal hit “Meteor Garden” (first aired in the Philippines May 2003) and Boys Before Flowers (Boys Over Flowers- first aired on the country May 2009), both were live action drama adaptations of popular Japanese manga “Hana Yori Dango”. For over a year of waiting, local dubbed versions of Taiwanese and Korean dramas will again be seen on ABS-CBN Channel.
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Early August of this year (2010), a short teaser clip was shown on ABS-CBN Channel 2 for “Autumn’s Concerto” (alternately titled “I Love You So”). Said Chinovela (Chinese TV drama) stars Vaness Wu (of Taiwan F4 fame) and Ady An. It was then presumed that this drama will premiere on the channel very soon.
At that time, Koreanovela (Korean TV drama) fans started questioning ABS-CBN about the said teaser. They pointed out that such announcement was unexpected given that as early as April of the year, a music video (MV) for Korean TV drama “You’re Beautiful” (alternately titled “He’s Beautiful”) was published by the administrators of ABS-CBN’s site for Asian dramas, which had the fans anticipating that the said drama will be aired first. Days later, the “I Love You So” teaser was no longer on the tube, instead a teaser for “He’s Beautiful” was being shown on the TV channel. At that time, 2 ABS-CBN TV shows were wrapping up: afternoon drama “Precious Hearts Romances: Midnight Phantom”- a live action adaptation of a romance short novel (pocketbook) and primetime drama “Rubi”- a Philippine remake of a Mexican TV Soap Opera.
When “Coming Soon” on the teaser was replaced with a definite date of the premiere, it was clear that one (if not the most) anticipated programs was designated a daytime slot, the last on the afternoon block at 5:30 PM, weekdays.
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Clearly, its not shaping up well for the Asian drama fans. Fresh from their battle against an alleged “local ripoff” of “He’s Beautiful” which was aired on ABS-CBN’s rival network GMA7 on the early afternoon slot last April 2010, here comes the news that The Original will also be given an afternoon slot. Taking cue from how they dealt with the issue (re: local TV drama, to be discussed more on a latter section) which reached and was even published on one of the top broadsheets on the country- it was also clear where these fans were coming from (hurt and fuming) and the lengths they can go, defending their fandom.
Asianovela fans then swarmed websites of ABS-CBN (swarmed them with emails and tweets too) questioning the timeslot of “He’s Beautiful”. The comments on “Kapamilyanovelas” – the official Asianovelas webpage on online social networking site Multiply.com ranged from polite expression of dismay and disappointment to continuing requests for timeslot change to statements of pure rage.
” the fans could not take that they have waited for the Korean drama to be aired, but when it came, they could not catch it anyway.
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August 6, 2010- In response to the fanrants, ABS-CBN released an ‘official statement’ about the timeslot of “He’s Beautiful” which calmed some but confused most and had all of them hoping.
Fans point out the impossibility of ABS-CBN’s request to give support to the drama for in the first place, they could not catch it on the designated timeslot. Other concerns were also raised such as viewers under the ‘Regional Network Groups’ (ABS-CBN’s regional broadcasting stations, which have a different programming than the capital city Manila) having the Primetime TV news at 5:30PM thus “He’s Beautiful” on those areas will be given a delayed telecast the following day at 9 in the morning. Many have also raised questions about the possibility of a rerun of the series and on a much later timeslot, preferably on the Primetime block of the said TV channel.
At that time ABS-CBN was doing a series of revamps on its daytime programming. Business and entertainment news articles were in agreement that such move was brought by the other TV networks narrowing the gap if not beating ABS-CBN shows’ numbers on the ratings game.
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“He’s Beautiful” falls on the romance-comedy genre. Typical viewers of Philippine TV noted and pointed out the difference on how it was promoted in comparison with local TV soaps (also called Teleserye) or its predecessor Koreanovelas. One of the descriptions of the promotions for “He’s Beautiful” was ‘like promoting an anime (Japanese animated series)’. Unlike the previous foreign dramas with emphasis on the “dramatic parts”, teasers for “He’s Beautiful” could be closely associated with teasers for Goin’ Bulilit or Banana Split- both of which are local gag shows– focusing on comedic parts and the “juvenile” side of the show.
It was however clearly stated on the teasers that the upcoming Koreanovela is about an Idol Band- and that a female gender bends to become the newest member of the said band. Taking into context that the Filipino audience who should buy the teaser and whose images of a band is hardcore or macho… this was the banner used to tease the audience for “He’s Beautiful” on 5:30PM.
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August 8, 2010- almost a week away from the pilot episode airing, ABS-CBN held an advance screening, on their Kapamilyanovelas/Aja Asianovelas booth, of the first two Filipino-dubbed episodes on the “Kpop and Culture Fest” at the SM Megamall, Megatrade Hall amidst crazed/screaming Kpop enthusiasts and fans. (More than a year ago, ABS-CBN also held an advance screening for “Boys Over Flowers” at the Dolphy Theater, within ABS-CBN grounds.)
The promotion for “He’s Beautiful” also paled (by miles) in comparison to the other 2 (then) upcoming shows of ABS-CBN, namely “1dol” and “Martha Cecilia’s Kristine”.
Completely unknown- the cast of the Koreanovela has not appeared on any previous ABS-CBN Asianovelas except actor Jung Chan who was seen in the local airing of Korean drama “Lovers”.
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Jang Geun Suk was initially seen on Philippine TV on “Hwang Jin Yi”, aired on GMA7 and “Beethoven Virus” aired on QTV11;
Park Shin Hye in (a) Stairway to Heaven, (b) A tree in heaven, (c) Prince Hours and (d) He’s Beautiful (Go Mi Nam and Go Mi Nyu)
A Love So Beautiful
Park Shin Hye on “Stairway to Heaven” aired on GMA7, “A Tree in Heaven” aired on QTV11 and “Prince Hours” aired on Studio23.
Lee Hong Ki was known to fans as the lead vocals of Kpop band “FT Island” and was first seen on Philippine TV as himself on noontime show “Showtime” on ABS-CBN
While Jung Yong Hwa, compared to the rest of the cast is practically unknown– then he was just known to fans as part of indie group “CNBlue”.
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By word of mouth and via social networking, the local airing piqued the interest of many Filipino viewers- mostly asian drama fans excited for the local broadcast and the Kpop fans in particular, they were waiting for it for almost a year then. The regular viewers also caught up on what they could gather as the (then) most-awaited and highly-anticipated Philippine TV premiere of the korean drama. Positive viewer response translated to and was reflected on a double-digit pilot episode rating. First time viewers started finding out more about the cast– asking the fans about them and their respective characters, and the opening song used by ABS-CBN for the drama- “Promise”, though not playing non-stop on the airwaves (unlike Boys Over Flowers’ “Paradise”) is gaining popularity being used as incoming mobile call ringtone.
Fans were happy since October 2009 that ABS-CBN got the rights for the local airing. They point out the TV channel has established itself to be the best in handling asian dramas (read: dubbing). So when did the fans started feeling sour?
Aside from the timeslot, the “He’s Beautiful” broadcast was filled with issues- making it the Korean drama with most (negative) issues on Philippine TV airing thus far. Fans and viewers name such:
He's Beautiful!｜korean Dramas
– In contrast to the tradition of keeping character names of hit dramas as they are, say as in cases Dao Ming Si and Gu Jun Pyo, this
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