[Edaily Starin YUN GI BACK Reporter] “Twist familiar genres and expand proven intellectual property (IP).”
tvN’s content strategy for the second half of the year, unveiled on the 16th at the “tvN Creator Talk 2026” held at the CJ ENM Center in Mapo-gu, Seoul, can be summarized in a single sentence. While the genres range from romantic comedies to period dramas, baseball dramas, and sports and cooking variety shows, the direction was clear: to put a fresh spin on familiar themes and present them in new ways, while expanding content with proven appeal into new seasons and spin-offs.

◇Familiar Genres, Twisted Once Again
Park Sang-hyuk, Head of the Media Business Unit for Platform Business at CJ ENM, stated that day, “tvN aims to create content that resonates with and spreads among viewers, rather than content that is simply consumed and forgotten.”
This strategy has already yielded results in the first half of the year. According to CJ ENM, from January to August of this year, tvN ranked first among all channels in average viewership ratings for the 20–49 demographic in the weekday 9 p.m. time slot. Based on GoodData Corporation’s FunDEX metrics, it was the only channel to produce programs ranked in the top 10 for weekly buzz for 35 consecutive weeks, and it also had the highest number of dramas and variety shows entering the top 10. The cumulative digital view count for dramas and variety shows surpassed approximately 14.2 billion views.
This strategy is also evident in the second-half drama lineup. tvN’s 20th-anniversary special project *100 Days of Lies*, premiering on the 10th of next month, departs from the familiar spy thriller trope of chasing Japanese collaborators planted by the colonial regime; instead, it begins with the reverse premise of independence fighters planting spies within the Japanese Government-General of Korea.
Jang Shin-ae, a Creative Producer at Studio Dragon, said, “It’s a new premise not seen before in period dramas,” adding, “We wanted to convey a profound sense of emotion and resonance—that we exist today because of those who endured that era.” The drama depicts a spy romance that unfolds when Da-kyung, who was desperately saving money to leave Joseon, and Tae-yong, who has returned as an interpreter for the Japanese Government-General of Korea, meet in the heart of the enemy’s territory.

“My Guilty Man” combines a murder mystery and thriller elements with the classic romantic comedy premise of a secretary disguised as a man and the third-generation heir to a conglomerate. Kim Ho-jun, a content producer at CJ Studios, explained, “Ultimately, it’s a typical rom-com, but it has plenty of story to tell even past the midpoint,” adding, “Its strength lies in the seamless blend of romance and thriller.”
Regarding Jae-hee, played by Seol In-ah, Kim said, “If Go Eun-chan from *Coffee Prince* was the epitome of cross-dressing romance for nearly 20 years, I asked that Jae-hee take on that role this time.” Seol In-ah performed her own stunts without a stand-in, and the production team also revealed that it took about a year to cast Im Si-wan.
Scheduled for release in December, “Gift” combines baseball and fantasy. The story follows a professional baseball coach who gains extraordinary abilities after an accident and is appointed as the head coach of a high school baseball team that ranks last in the league. Director Ham Seung-hoon said, “I thought even baseball fans should be able to watch it and feel, ‘This is definitely a baseball drama,’” adding, “Even within a fantasy world, the drama explores archetypal questions about talent, effort, and growth.”

◇Proven Variety Shows Expand into IP
A notable trend in variety shows was the expansion of existing hit programs. “Iron Girls 3” takes on short track speed skating, following triathlon and boxing. Seol In-ah, Geum Sae-rok, Han Ji-hyun, and Yeon Woo will compete not only in individual events but also in a four-person relay, aiming for a gold medal at a community sports festival.
Producer Bang Geul-i said, “Short track is a sport that keeps you on the edge of your seat, wondering if they’ll fall, but delivers an immense thrill when they overtake an opponent,” adding, “This time, we wanted to show a new side of the show where the four of them complete the race together.”
“Undercover Chef” is expanding with a spin-off. It continues the premise where star chefs—including Kim Pung, Sam Kim, Jeong Ji-seon, and Kwon Seong-jun—start over as the youngest members in overseas kitchens. Producer Hong Jin-ju explained, “Viewers’ affection and response toward the local chefs were better than expected,” adding, “The core of the show is seeing how far a star chef can rise by starting as the junior member in the homeland of that cuisine.”
From the production team’s perspective, the “tvN identity” ultimately lies in the coexistence of mass appeal and artistic integrity. CP Kim Ho-jun likened tvN’s content to “subways and buses.” He said, “I believe what is most ‘tvN-like’ is creating universal content that can accommodate a wide audience without compromising on quality,” adding, “This is a place where persistent producers come together to break new ground with even seemingly familiar themes through compelling characters and high production values.”
Park, the Business Unit Head, emphasized, “We will continue to create content that remains a topic of conversation in viewers’ daily lives and serves as a starting point for new discussions.”