tvN Revives Mid-Week Drama Slot with 'Our Universe

After 3 years of silence, tvN is breathing life back into its Wednesday-Thursday drama slot. The network's latest offering, 'Our Universe', tackles the age-old question: can in-laws who despise each other fall in love?

The Mid-Week Gamble

tvN's decision to revive its Wednesday-Thursday timeslot isn't just about filling programming gaps. It's a calculated move in an increasingly crowded K-drama landscape. The 12-episode coming-of-age romantic comedy stars Bae In-hyuk and Noh Jung-eui as in-laws whose mutual dislike transforms into something unexpected.

The series explores themes of loss and love through the lens of complicated family dynamics. This approach aligns with tvN's reputation for character-driven narratives that resonate both domestically and internationally. The simultaneous global release on Viki signals that international audiences were considered from day one of production.

Strategic Positioning in a Crowded Market

The Wednesday-Thursday slot occupies unique real estate in Korean television. It sits between the high-stakes weekend dramas and the competitive Monday-Tuesday lineup, offering viewers mid-week comfort viewing and networks a testing ground for experimental content.

This timing strategy becomes more interesting when viewed against the backdrop of changing viewing habits. While traditional broadcast schedules matter less in the streaming era, tvN seems to be betting that appointment television still has value, especially for romantic comedies that benefit from weekly anticipation and social media buzz.

The choice to focus on in-laws as romantic leads is particularly clever. It taps into universal family dynamics while offering a fresh twist on the enemies-to-lovers trope that global rom-com audiences adore.

The Economics of Romance

tvN's return to mid-week programming reflects broader industry shifts. With production costs rising and competition intensifying, networks are seeking sweet spots that balance creative ambition with commercial viability. A 12-episode romantic comedy represents a manageable risk with potentially high rewards.

The global streaming component through Viki adds another revenue stream while building international brand recognition. This dual-market approach has become essential as Korean content producers increasingly think globally from the conceptual stage.