Why does "Beloved" attract viewers?The calculated "how to fight" is amazing | FRIDAY Digital

The TBS drama "Beloved", which will reach its final episode in episode 10 of the broadcast on December 17th. Every week, before and after the broadcast, it entered the trend of Twitter, and it is gaining popularity in the 2021 autumn drama with popular works and masterpieces.

While going back and forth between 15 years ago and now, the structure is such that the truth of the two murder cases is unraveled, and new facts are revealed in each episode. It is a work that the viewers can think about "who is the true criminal?"

Looking at the audience rating, "Doctor X-Surgeon, Michiko Daimon-" 7th term (TV Asahi) and "Japan Sinks-People of Hope-" (TBS) are leading the way, but the viewing style has diversified. Nowadays, it is also premature to talk about good or bad and popularity / unpopularity only by the audience rating. In fact, it is said that the overlooked distribution of the first episode of "Beloved" recorded the highest number of free distributions of TBS drama in history (2.87 million times).

Although this "beloved", it is interesting that not only the charm of the story-like "pull" but also the casting and detailed production are well-targeted.

In other words, it's a really smart work that accurately understands fan psychology and keeps giving viewers something aggravated. I would like to re-analyze the "work" of this work, where you can feel the survival technique on the battlefield called terrestrial drama everywhere.

"Dearest" is starring Yuriko Yoshitaka, written by Satoko Okudera and Yukako Shimizu, produced by Junko Arai, and directed by Ayuko Tsukahara. As you can see from the first episode, "Bite", this work was drawing attention at the time of "Zagumi" before the start of broadcasting. Okudera, Arai, and Tsukahara (plus music Masaru Yokoyama) are members of "Testimony of N," which was broadcast in 2014 and produced many "loss viewers."

In addition, Okuji and Shimizu have produced many high-quality mysteries centered on the drama based on Kanae Minato, including "Yakō Kanransha" (13) and "Reverse" (17). Okudera, Shimizu, Arai and Yoshitaka said, "I will be back on time. 』But it is also assembled. Speaking of Arai and Tsukahara, a duo that has released popular works such as "Unnatural" (18), "Meet Me After School" (18), and "MIU404" (20) one after another. In other words, it's a team with individual fixed fans.

Not only did the members get together, but the fact that they made a completely original work should have stimulated the fans' motivation to appreciate it. Also, even if you watch the episodes that have been broadcast so far, "Beloved" contains many elements that are reminiscent of "For N", which is a nice "bonus" for viewers who have been chasing for a long time. It feels like there is.

For example, the composition that goes back and forth between the past and the present, the love suspense that includes the sadness that can be said to be "sharing of sin", the darkness that each character has. Speaking in detail, there are elaborate designs that overlap, from slow production to how to use Hikaru Utada's theme song "Kimi ni enthusiast".

This "play" part is probably because the creators have a good grasp of the layers of "TBS Friday Drama". In that sense, it can be seen as a drama aimed at viewers who have grown together so far, rather than a new influx.

Many of the works of this staff have a high reach to the F2 layer (women aged 35 to 49), and in "Beloved", a mechanism is made to reach the viewers who are approaching the F3 layer (women aged 50 and over). (If you look at the commercials that flow in between, you can see what age group you are supposed to be.)

One of them is the appointment of male cast members. Kouhei Matsushita, who attracted attention in the NHK serial TV novel "Scarlet" (19), and Fumiya Takahashi, a rider actor, are appointed as the main members of young people who seem to have a high affinity with the audience. Arata Iura, an actor who boasts a stable popularity among generations (and is known for "Unnatural"), is included there. These three also play a love (drama) part, and the support in this work is very strong. Most of the words that are trending before and after the broadcast are their names or role names.

There, Mitsuhiro Oikawa, Kenjiro Tsuda, a popular voice actor as a kind of challenge (although he appeared in the NHK serial TV novel "Ale" broadcast in 2020 with narration and others, and also has a high affinity) and movies. Eita Okuno, who is known to her lovers, is introduced. Amane Okayama's turn has increased near the final round, and they are mainly responsible for the suspense part. Their presence, which can be shaken off by both good and bad, also occupies an important position.

In addition, it is important whether or not you can sympathize with the main character who plays the role of Yuriko Yoshitaka, who is at the center of the work, or whether or not you can "push" it. There is no blind spot.

It is also excellent that the ON / OFF gap of the main character is clearly expressed by make-up and styling, and Minami Tanaka is assigned as a reporter and Yui Sakuma is assigned as a detective as conflicting existence (there is also a difference in styling). The point that has been given is good). You can also feel the delicate attention and attention to how the same sex feels when you see it.

With the rise of video distribution services such as Netflix, Amazon Prime Video, Disney Plus, YouTube and TikTok, the excess of content is accelerating day by day. Local popularity that is "narrow and deep" rather than "wide and shallow" in a structure that competes for viewers more than ever-so to speak, a small number of elite enthusiastic "deep" viewers = "swamp feeling" Whether or not it can be released is one of the keys to success in video content these days.

In that sense, "Beloved" has the impression that it is not only of high quality, but also a very modern and clever way of fighting.

According to Producer Arai, there seems to be some measures after the final episode, and I would like to keep an eye on how this "heat" will move in the future.