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| Photo: Screenshot from the YouTube channel ‘Jjanhan-hyung’ (Shin Dong-yeop) |
[Sports Today reporter Song O-jeong] The web variety program ‘Jjanhan-hyung,’ often described as a drinking-stream format, commands product placement (PPL) rates approaching 100 million KRW (roughly $75,000) per episode.
According to TV Daily on March 18, the show ran a PPL two years ago for 80 million KRW (about $60,000). With its subscriber base now at 2.08 million, that fee is estimated to have climbed to between 120 million and 130 million KRW (approximately $90,000–$97,500).
Those figures are high even compared with other major channels. For example, a prominent web-variety channel known as Channel A reportedly charges 150 million KRW (about $112,500), popular comedy Channel B around 100 million KRW (about $75,000), and a well-known talk show Channel C roughly 50 million KRW (about $37,500). That places ‘Jjanhan-hyung’ among the industry’s top earners from PPLs.
Unlike many large YouTube channels that accept separate promotional fees from guests, ‘Jjanhan-hyung’ is said to forgo those payments and instead relies on high-priced product placements to generate revenue.
Critics warn that these steep PPL costs can push prices upward as brands try to recoup marketing expenses, a burden that may ultimately fall on consumers.
[Sports Today reporter Song O-jeong ent@stoo.com]
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