The new MBC drama Igang-e neun dal-i heureunda (English title: Igang) opened with ratings in the low 3% range.
That is below what the production team hoped for.
The show was pitched as a revival of romantic wonder across time.
Now is the moment to calmly weigh causes, possibilities, and responses.
“Does an early slump decide a show's fate?”
Overview
The early performance is clear.
Igang opened around 3% in nationwide ratings.
Expectations were high because this is the first historical (period) pairing of leads Kang Tae-oh and Kim Se-jeong.
However, the initial result left the production with a weaker score than intended.
The series blends historical period drama with fantasy.
Its setup—soul swapping and a life-or-death romance—drives the premise.
The creators say they want to rekindle childhood wonder and a belief in destined love for modern viewers.
Nevertheless, the first episode failed to generate the expected buzz.
Creative intention
The goal is straightforward.
They aim to make viewers who treat love as a luxury remember a childlike openness and trust in true love.
To achieve that, the show must carry a strong emotional throughline.
However, there is always a gap between how emotion is presented and where viewers find it convincing.
The show’s distinct selling point is the mix of period details and fantasy elements.
Producers tried to combine traditional visual style with modern comic timing to make something fresh.
They also promoted cast chemistry, cinematography, and a mood-driven soundtrack (OST) as core assets.
Still, ratings began low.
Ratings snapshot
Ratings are a harsh metric.
A low-3% start is weak for a Fri–Sat primetime drama.
Time slot competition, rival shows airing simultaneously, and audience preferences all matter.
Moreover, if a show fails to win viewers at launch, recovery becomes harder as episodes add up.
Ratings mean more than numbers.
They affect advertising revenue, rerun slots, and international sales.
Therefore, a poor premiere often forces strategic shifts in marketing and distribution.
Possible causes
The causes are likely multiple.
First, scheduling is a factor.
9:50 PM is a competitive hour.
If strong rivals occupy the same slot, it is tough to secure an initial audience.
Second, genre acceptance may be limited.
Combining historical drama with fantasy is novel, but that novelty can feel unfamiliar to general viewers.
The soul-swap premise and extreme life-or-death romance could inhibit immediate emotional engagement.
If viewers cannot find a quick point of connection, they flip channels.
Third, promotion may not have synchronized with the show’s tone.
Pre-release teasers, behind-the-scenes clips, and soundtrack previews should have raised anticipation.
However, when teasers and the premiere feel mismatched in pace or mood, early reactions can be lukewarm.
Meanwhile, platform shifts matter too.
As streaming becomes the default viewing habit, live broadcast audiences have shrunk.
Household routines and work schedules now shape when people watch TV.
At the same time, viewers have many more choices than in the past.
Optimistic view
There is still upside.
Early ratings can be overturned by strong narrative development and smarter promotion.
Historically, many shows that started poorly regained momentum in middle and late episodes.
Viewers often join late after hearing good word-of-mouth or seeing clips shared online.
Actors' performances often gain recognition over time.
If Kang Tae-oh and Kim Se-jeong build palpable chemistry over several episodes, word-of-mouth can grow.
There are many precedents where on-screen chemistry triggered a visible ratings spike.
So it is worth watching how the story completes and how the back half is constructed.
Producers can also reshuffle promotion actively.
For example, distributing scene-based clips and highlights on streaming platforms, running viral campaigns on social media, and partnering with fan communities are practical moves.
Such tactics are effective at quickly attracting younger viewers.
A comeback based on strong craftsmanship in the mid-to-late run is realistic.
International sales and OTT distribution can ease domestic pressure by creating longer-term revenue streams.
Thus, judging the show solely on its premiere would be premature.
Pessimistic view
At the same time, the warning signs are real.
Recovering from a weak start is difficult.
Once viewer attention drifts, it is hard to win it back.
Failures in scheduling and promotion reduce the chance of a turnaround.
Genre limits can be structural.
While the historical-fantasy mix appeals to niche fans, it may lack broad mass-market reach.
The soul-exchange premise needs a careful balance between comedy and emotional resonance; if that balance falters, viewers leave.
Timing between dramatic tension and comic relief is fragile—get it wrong, and immersion is lost.
There is also a financial reality.
Period dramas usually have high production costs.
Low early ratings damage ad revenue and bargaining power for reruns and foreign sales.
If showing losses becomes likely, the producer and broadcaster could consider bold scheduling changes or even early cancellation to limit exposure.
Further, if additional investment is needed—more post-production, extra shoots, or a larger OST push—raising funds becomes harder when initial metrics are poor.
Even if the show finds streaming success later, weak live ratings can still harm the brand and future negotiating leverage.
Therefore, an early slump is more than a statistic: it can directly influence the show's long-term fate.
Comparative cases
Lessons from the past are instructive.
Some historical-fantasy series began slowly but rose in the mid-run by deepening character-centric episodes and intensifying emotional threads.
These shows boosted word-of-mouth through tight plotting and focused promotion.
Conversely, other series never recovered due to narrative confusion or unclear characters and faced early cancellation risk.
For instance, one period drama started in the 4% range but surged past 10% after episodes 6–8 when chemistry and plot twists landed.
That success depended on social media virality and an active fandom that promoted the show organically.
On the flip side, shows that sustained viewer drop-off tended to suffer from plotting errors and weak character dynamics.
Hence the choice of follow-up strategy often determines the outcome.
Recommended responses
Short-term, the production should rebalance promotion.
Release emotion-driven highlights and character clips to streaming channels.
Use social platforms to frame key episodes' emotional cores and spark curiosity.
Also, leverage cast interviews and behind-the-scenes moments to humanize the cast.
Mid- to long-term, consider refocusing narrative emphasis.
Gradually simplify or clarify complex early setups and make character relationships emotionally transparent.
Audiences prefer emotional lines they can follow easily.
So as the series advances, emphasize authentic choices and the weight of those decisions to deepen empathy.
Finally, coordinate with the broadcaster on scheduling options.
Special airings, early online previews, or extra rerun slots can increase cumulative viewership.
Working with advertisers on segmented targeting may also unlock short-term revenue and marketing support.
Speedy strategic shifts plus tighter storytelling unity will decide the battle.
Recovering ratings is realistic, though it requires decisive action.
Takeaway
In conclusion, a low-3% premiere signals a problem.
Yet it does not guarantee failure.
The series can recover with strong writing, focused promotion, and platform diversification.
On the other hand, budget limits and market realities remain real risks.
Key points:
First, scheduling competition and genre fit strongly affect early performance.
Second, chemistry between leads and careful back-half plotting can produce a rebound.
Third, online-first promotion and platform variety are essential.
Finally, the production team's decisiveness and flexibility will shape the show's outcome.
Early ratings are a red light. But change is possible.
Will you watch the next episode?
Rewatch scenes with the image in mind and reassess context.
Evaluate framing, actor expressions, and pacing to spot the series' potential.
From a critic's angle, note how genre tools and narrative rhythm are used.
Monitor online reactions and fan movements.
If a scene becomes a meme or a viral clip, it can pull in younger viewers.
Therefore, the production should accelerate clip editing and distribution.
Alongside that, negotiate with the broadcaster for rerun and highlight slots to build cumulative ratings.
