‘When The Stars Gossip’ Faces Low Ratings and Budget Issues, Leading to CJ ENM Stock Decline

Disappointment in the Stars: Analyzing “When The Stars Gossip” Low Ratings

The tvN drama “When The Stars Gossip” centers around Eve Kim, portrayed by Gong Hyo-jin, who navigates the challenges of leading a team in a zero-gravity space station. Alongside her is Gong Ryong, played by Lee Min-ho, a mysterious guest harboring a secret mission. Despite the intriguing premise, the show has not resonated with its audience as expected.

Viewership Struggles Against Competitors

Launching with a high-profile cast and a staggering budget of 500 billion won, “When The Stars Gossip” debuted to a mere 3.3% viewership. While it managed a slight increase to 3.9% in its second episode, subsequent episodes fell to the 2% range, raising questions about its appeal. In stark contrast, SBS’s weekend drama, “Love Scout,” started at 5.2% and crossed the 10% mark by its third episode, similarly, JTBC’s “The Tale of Lady Ok” also achieved impressive ratings, highlighting a clear disparity.

Factors Contributing to Low Viewership

Several elements have contributed to the lackluster reception of “When The Stars Gossip.” Although touted as the first Korean drama to depict a zero-gravity environment, this offering did not capture viewer interest. Despite the innovative blend of genres—sci-fi, romantic comedy, and workplace drama—the narrative failed to captivate the audience’s imagination, struggling to break free from cliches found in traditional melodramas.

The mounting expectations can also be attributed to the television series’ monumental budget. Over 10 billion won was dedicated solely to special effects, which set a high benchmark that the series ultimately could not meet. The mismatch between the production cost and the dwindling viewership numbers has intensified scrutiny around the project.

Content Matters: Criticism of Storytelling Choices

Creative decisions regarding scene inclusion have not aided the show’s reputation. Starting from the pilot episode, the inclusion of unexpected intimate scenes featuring Lee Min-ho and Han Ji-eun, along with other awkward moments, detracted from the storytelling. Bizarre elements like a fly mating scene sparked unwanted laughter, while topics such as abnormal pregnancies raised eyebrows. A preview for the fourth episode hinted at further intimate content involving characters Lee El and Kim Joo-heon, leading many to believe the series prioritizes shock value over coherent storytelling.

Impact on CJ ENM’s Reputation

The ramifications of “When The Stars Gossip’s” failure extend beyond the drama itself, posing serious challenges for CJ ENM as a leading entertainment firm. With the company facing fierce competition from Netflix and other content creators, its stock prices have significantly dropped, plummeting from 70,000 won to an alarming low of 50,000 won. This downturn has prompted securities firms, including KB Securities and Samsung Securities, to adjust their profit predictions and target stock prices downward, indicating dwindling confidence in the company’s future. KB Securities revised its operating profit estimate for CJ ENM, cutting it by 24% to 227 billion won.

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