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| Photo courtesy=MBC |
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It is noteworthy whether MBC, which recorded the No. 1 ratings in the impeachment of former President Yoon Suk Yeol and re-implemented its presence as a media that performs the function of monitoring the regime, will be able to regain some shaky trust after the death of the late weatherman Oyoanna. The presidential election is expected to be a tipping point for testing the credibility of MBC's reporting.
MBC's main news program 'News Desk' recorded overwhelming ratings in the face of former President Yoon's declaration of martial law and subsequent impeachment in December last year. On December 4, the day after the sudden declaration of emergency martial law, the broadcast recorded 10.6% (provided by Nielsen Korea, national standards), up more than 4%p from the previous day, and maintained the same ratings on December 14, when the impeachment bill was passed, ranking first among terrestrial and general news at the same time.
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| 'MBC News Desk'Host Jo Hyun-yong, announcer Kim Soo-ji, and announcer Kim Cho-long (from left). Photo courtesy = MBC |
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In the chaotic political situation, the news that viewers most trusted and chose was MBC. Analysts say that the government's undaunted criticism under the pressure of power has led to high ratings at the time.
MBC is known as a leading broadcaster that has been in conflict with the Yoon Suk Yeol government. In particular, MBC has repeatedly clashed with the Yoon administration over issues such as reporting `Biden-Flying' and excluding the president from boarding a private jet. In this political context, a perception was created that MBC continued independent reporting without being shaken by the influence of the regime, and it led to trust among viewers.
Hong Won-sik, a professor of liberal arts at Dongduk Women's University who serves as MBC's audience committee member, also said, `As MBC 'News Desk' ratings show after the declaration of the martial law, concerns about the national crisis and anxiety about the political situation in a chaotic situation are further raising public expectations for MBC, which has not surrendered to the pressure of the regime.'
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| Photo courtesy=MBC |
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However, some adjustments have been made to this upward trend. On April 4, when the Constitutional Court decided to cite the impeachment, the industry initially expected that the audience rating of 'News Desk' would rise significantly, but in reality, it recorded 8.1%. This is 2.5% lower than the 10.6% recorded when the impeachment motion was passed last year.
The high level of attention gained from the political upheaval was maintained, but the viewer's response has since become a little cold. Of course, it is still the No. 1 viewer rating among other broadcasters' news, including terrestrial and general programming, but the figure is weaker than expected. Although fatigue in news consumption is considered the first reason, it is interpreted that the death of the Oyoanna weatherman inside MBC also affected it.
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| photo source=the late Oyoanna account |
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Oyoanna joined MBC as a freelance weatherman in 2021 and suddenly passed away in September 2024. However, it was not until three months later that the death was known through the media, and in January, when the deceased's suicide note was delivered, suspicions surfaced that the cause of death was 'bullying in the workplace'.
At that time, MBC said "The deceased never expressed his or her grievances through official procedures." made a position, but the bereaved family refuted it, saying, "There was no obituary even announcing the death.'
Since then, MBC has formed a fact-finding committee, but no specific investigation results or messages have yet been released at the organizational level. The mother of the deceased held a press conference in person at the National Assembly to urge the truth with tears, and related civil lawsuits are also underway.
The incident was intertwined with complex issues such as human rights issues in the workplace and blind spots for the protection of freelance workers, sparking criticism from viewers about 'social responsibility of the media'. Some viewers questioned the `MBC's self-purification function' in that the alleged perpetrators were still on the air.
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| MBC election broadcast content'Don't Look Up' image. Photo courtesy = MBC |
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| MBC election broadcast content'political blood type'image. Photo courtesy = MBC |
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| MBC election broadcast content'Junbang Assistant'image. Photo courtesy = MBC |
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In this situation, MBC is attempting to reverse its image through various voter participation campaigns for the upcoming 21st presidential election. Through this campaign, the MBC Election Broadcasting Planning Team plans to spread policy-oriented election discourse and induce the younger generation to participate in politics.
Representatively, the 'political blood type' content, which analyzes political tendencies into 16 types, drew attention with more than 200,000 participants within three days of its release. In addition, the photo booth campaign aimed at the MZ generation 'Let's take a picture! It is being developed from various angles, including 'Choice2025' and election encouragement videos in collaboration with popular YouTuber Junbang Assistant. The election contents will be released on the official website of MBC 'Selection 2025' and YouTube channels, which will be opened on the 19th.
This 'content' designed by MBC for this presidential election is also important, but 'report attitude' to be shown through election broadcasts is expected to be more important than anything else. The key is whether it can re-establish itself as a 'media trusted by the people' beyond simple 'news-making broadcaster'. It remains to be seen whether MBC will be chosen again between the `shame' gained in the impeachment process and the `trust' lost in the Oyoanna case.
rightlight@sportschosun.com
