Analysis of Ugly Betty Viewers
April 2009
The authors conducted an online survey and discussion on Ugly Betty which has been aired on an NHK BS channel. According to the results, many people started watching the program triggered by NHK’s TV previews and PR clips and overwhelmingly large number of people watch it alone rather than with someone else. The appeals of this drama included its theme, fast and unpredictable story development, to be more precise, “the storylines in which the heroin overcomes adversity cheerfully and resiliently” and “the gap between the glamorous industry and the earthy human relations among the people inside.” The survey revealed the heroin’s less attractive physical appearance is a critical element of resonating with the viewers. One of the basic appeals of US-made dramas in general is the long run of each series with 23 to 24 episodes, twice as long as Japanese serials, which allows careful depiction of supporting characters and gives the story more depth. Responses regarding public relations indicated that online promotion through the program’s website is a must in this Internet age, but free papers available at DVD rental shops are also an important information source.
In the online discussion forum, many young women praised the program’s script and complained about Japanese dramas. In relatively older women’s group, many pay great attention to whether or not a drama has originality. In the comparison of Japanese dramas and Ugly Betty, Japanese dramas’ artlessness was pointed out. Those who have experienced the excellence of past Japanese dramas think recent dramas are becoming less lively.
The survey and discussion suggest a possibility of turning young female viewers and older TV drama “connoisseurs” into ardent NHK fans by taking advantages of Ugly Betty. Ultimately, the key promotion tool will be each show’s website and rental DVDs. It will be necessary to employ innovative ideas including unique websites and new types of cooperation with DVD rental shops.