'Autumn in My Heart' signed an agency contract with SPG on March 5 and aired on KGS on the 25th.
With only a 20-day turnaround, SPG's efficiency was remarkable. Back in China, the drama's reruns hadn't even finished yet, while KGS had already broadcast four episodes back-to-back on March 25 and 26.
SPG's purchase of the rights to 'Autumn in My Heart' was highly strategic. To save time and money, they put almost nothing into marketing, just a few notices on their official website and blog.
KGS didn't take it seriously either. Aside from some TV listings in the days before the premiere, there was no major promotion at all. The whole thing had the air of being done quietly, almost under the radar.
In fact, across all the stakeholders, no one truly believed in 'Autumn in My Heart''s chances in Korea, except for Lu Chen himself. Even the fans chanting slogans online were mostly just putting on a brave face.
After all, Korea's drama market isn't something you can crack open so easily!
Once the first four episodes aired, the ratings quickly came out.
They inevitably drew attention.
2.83%, 3.07%, 5.58%, 6.12%, an average rating of 4.4%!
Korean drama ratings are very different from those in China. The three big broadcasters dominate in turn, unlike China where countless stations fight for viewership. In Korea, a drama that scrapes together even 1% in China's system could already throw a celebration, but here, it meant nothing.
An average of 4.4% was decent, but it didn't compare at all to the mega-hits that start at 10% and above.
For example, MBC's currently airing historical epic The Queen's Power was nearing 30% ratings. Compared with this hundred-billion-won blockbuster, 'Autumn in My Heart' was nothing more than an ugly duckling from abroad.
And yet, SPG and KGS's attitudes toward 'Autumn in My Heart' changed noticeably.
The average of 4.4% wasn't high, but from Episode 1's 2.83% to Episode 4's 6.12%, the ratings had more than doubled in just two days. That growth curve was astonishing.
And remember: this was a foreign drama, a Chinese drama no less, normally unwelcome in the Korean market. With no promotional push, to see such sharp growth in just two days showed that 'Autumn in My Heart' had the makings of a hit.
Even on ratings alone, 'Autumn in My Heart' had already set a record for Chinese dramas broadcast on Korean television, with huge potential for further growth.
More importantly, KGS's viewer call surveys showed the drama had over 90% positive feedback from audiences.
Online too, especially on drama forums, discussions about 'Autumn in My Heart' were spreading:
"This is the first Chinese drama I've ever watched. Surprisingly, it's really good!"
"The male lead is handsome, the heroine is beautiful, and both act well. Definitely worth recommending."
"The storyline is excellent. Did anyone notice how the characters' names are all very Korean? Aside from the setting, it feels just like a high-quality K-drama, not a Chinese one."
"I've watched a few Chinese dramas before, but this one is on a completely different level!"
"Spoiler alert, it's a tragedy, smida."
"Die, you filthy spoiler!"
The unexpected ratings, paired with such positive word-of-mouth, suddenly made SPG feel as though they'd struck gold.
So, SPG reopened talks with KGS, hammering out a new promotional plan for 'Autumn in My Heart'.
KGS rescheduled the broadcast to primetime, changing from the "two days, four episodes" model to "three days, three episodes," thereby stretching the run and maximizing exposure.
With the injection of promotional funds, 'Autumn in My Heart''s visibility in Korea skyrocketed.
And the results were immediate!
On April 1st, episode five hit a 9.37% rating.
On April 2nd, episode six jumped to 12.79%!
Then on Sunday night, April 3rd, KGS aired episode seven.
When Song Jiayi and Yang Yanni arrived at the multimedia room on time, they were stunned to find it packed, with almost no empty seats left!
The two looked at each other, a powerful sense of pride swelling in their hearts.
Since when has a Chinese drama ever been this popular in Korea?
They even keenly noticed that the trainees present were now looking at them differently.
That night, Blue's ratings soared to 15.86%.
In addition to the live broadcast boom, replays of the show also shot up dramatically. Just like China's digital HD TV system, Korean set-top boxes also offered replay functions, and many viewers were catching up on earlier episodes of 'Autumn in My Heart' at different times.
This was a clear sign of a coming ratings explosion!
The next morning, just as Song Jiayi and Yang Yanni were about to rest after finishing training, the training center's manager called them into the office. An SPG executive was already waiting there.
He informed them that the two had been chosen to return to China to prepare for filming Lu Chen's new drama!
Hearing the news, the two young women almost couldn't believe it.
After confirming it was real, they burst into tears of joy!
All their hard work and persistence here had finally paid off.
Meanwhile, the news of 'Autumn in My Heart''s surging popularity in Korea spread back home at lightning speed.
With the latest episode breaking 15%, and thirteen episodes still left to air, an average rating of over 10% for the whole series was now a sure thing, and likely far more!
Since when had a Chinese drama ever dominated the Korean market like this?
People in the domestic show business industry who were in the know were stunned, and many began reaching out to Lu Chen's Workshop for inside information.
As for Lu Chen and Chen Fei'er's fans, they were completely ecstatic!
They might not fully grasp the deeper significance of the drama's Korean success, but they did know that Lu Chen and Chen Fei'er were about to deliver on their promise.
"This time, we really went big!"
In Flying Stone Records' recording studio, Lu Chen said to Chen Fei'er with a wry smile:
"You're going to have to put up your dowry now!"
Back then, to clap back at that "Entertainment Panorama" big V, Lu Chen had suggested a modest fan event: if Blue hit 10% in ratings, they'd hold a raffle, 10 winners for a luxury tour of Korea, 100 for a fun trip, and about 1,000 commemorative gifts.
But Chen Fei'er scoffed at the idea and rewrote it: no tiers, just a straight draw of 1,000 winners, each with a double-person trip package!
And she split the announcement into two waves, to maximize the surprise for fans.
The scale of it left Lu Chen utterly dumbfounded.
He actually wanted to tell his girlfriend that in his dream world, the original Korean version of this drama had peaked at over 40% ratings.
Though circumstances were different now, he was confident they could still reach a 20% average without much problem.
But that meant they'd be spending tens of millions, more than everything they'd made from selling the broadcast rights to SPG!
Chen Fei'er's reasoning, however, was simple: "If we're going to play, let's play big!"
If they truly broke through in Korea, then no matter how much money they threw in, it would be worth it.
And as for the expenses, she'd cover them.
A few million or even tens of millions? That wasn't even pocket change compared to the Heavenly Queen's future dowry!
At Lu Chen's teasing, she merely tossed her head proudly, full of disdain.
(End of Chapter)
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