Despite the star power of GOT7’s Park Jinyoung and IZ*ONE’s Kim Minju, JTBC’s Still Shining has cratered to a historic 0.9% rating. This isn’t just a flop; it’s a brand-damaging event for JTBC. Following the failures of The Nice Guy (Lee Dong Wook), My Youth (Song Joong Ki), and Love Me (Seo Hyun Jin), the network’s Friday slot has become a ratings graveyard. We analyze how the “binge-watch burden” of two-episode blocks is alienating audiences in an age of short-form content. With “gentle melodramas” struggling against dopamine-heavy thrillers like SBS’s Phantom Lawyer, and simultaneous releases on Netflix, Disney+, and Prime Video killing domestic live viewership, the traditional broadcast model is facing a fundamental shift in viewer psychology. Is the era of the “reliable” lead actor over?
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