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"Jumong," an MBC-TV historical drama, has proven a smashing commercial success.

With an average viewership in its time slot of 40.7 percent, Jumong, named for the founder of the Gogoryeo Kingdom, which reigned from 37 BC - 668 AD in Manchuria and the northern part of the Korean peninsula, is believed to have earned more than 45 billion won (US$49 million) in advertising and broadcast rights revenues in the nine months it has been on the air, with ad revenues accounting for 34.4 billion won of this figure. The drama will conclude with its 81st episode on March 6.

Jumong had been originally slated to run for 70 episodes, but growing popularity prompted the TV network to extend its run. Each episode carries as many as 32 prime-time advertisements.

With a broadcast rights price tag of US$8 million - the second-highest in MBC’s history - several countries have paid up in order to show the drama on local airwaves. These nations include Japan, Taiwan, Hong Kong, Vietnam, Singapore, Thailand, Malaysia, and the Philippines.

In addition, the show has netted other "value-added" revenues, including 300 million won to lease its name for use on alcoholic beverages, men’s cosmetics, and even a brand of rice.

In terms of profit, Jumong has caught up with MBC’s hugely popular "Daejanggeum" (2003-04), a drama that depicted the life of the female royal physician of the Joseon Dynasty (1392 AD- 1910 AD). However, Jumong is anticipated to best that series in terms of profit, as Jumong has jumped on the business and revenue-making bandwagon while still on the air, whereas Daejanggeum did not do so until after the end of its run. Experts say that Jumong had projected profits from exports and value-added businesses from its very begining. Daejangeum added such profit-making plans without a prior plan in place.

Gang Myeong-seok, a entertainment commentator, said, "Jumong is considered the first drama that achieved a commercial success by setting up a ‘one-source, multi-use’ strategy from the beginning."

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