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The present study explored the reception and consumption processes of a Korean audience’s viewing of local and international television dramas. Findings indicated that the influential factors on the level of viewing in regards to Korean, American, and Japanese TV dramas among Korean viewers differed. In particular, a significant difference was found in terms of perceived drama characteristics. Applying niche theory, the present study also examined the audience’s motivation for watching these television dramas. Results demonstrated that Korean TV dramas possessed the broadest niche breadth and were the most competitive. In a comparison of the perceived characteristics of TV dramas, American drama earned competitive superiority for most characteristics. The implications from the results were discussed in terms of cultural discount and proximity. Key words : International Television Drama, Niche Theory, Motivation, Cultural Discount, Cultural Proximity. 1. INTRODUCTION Television dramas became the decontextualized space for universal modes of storytelling [1]. Similar to other countries, television drama has been a popular source of cultural content in Korea. A survey of TV genre preference reports that drama competes with TV news for the first place [2]. Therefore, it is natural that various dramas, both foreign and domestic, are

Local vs. Foreign Television Drama: Niche Analysis of a South Korean Audience's Use of Korean, American and Japanese Dramas