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| Morning Madang revamp / Photo: Courtesy of KBS |
KBS said the new format will take effect on the 30th, introducing day-by-day specialty formats alongside a beefed-up digital slate.
The changes follow in-depth data analysis. In February 2026, KBS surveyed 600 viewers aged 40 to 70 about the show. The top complaint: the program was “not fun” or “boring.” Respondents also flagged a lack of guest diversity and called for stronger informational content and better digital accessibility.
Producers said they accepted the audience’s blunt feedback and are refocusing the show around three pillars: viewers, entertainment and digital.
The revamp centers on three priorities. First, under the banner “made with viewers,” the program will significantly expand segments that put viewers onscreen. Each day the show will use its app Tibot and an automated response system (ARS) to collect stories, solicit opinions, run live polls and quizzes, and strengthen two-way engagement.
Second, under the strategy “add fun to emotion,” Morning Madang will move beyond a static talk-show template and introduce genre-driven formats by day: a couples-focused segment on Monday, a celebrity talk show on Tuesday and a variety-quiz format on Friday. Producers say they’ll preserve the show’s sincerity in portraying viewers’ lives while dialing up the entertainment.
Third, with the goal of “connecting TV to digital,” KBS will expand its digital offerings. The broadcaster has set concrete targets for these initiatives: defend a 5% audience share and break into the top 50 in buzz rankings.
Each weekday now has a clearer identity, and star-studded panels tailored to those themes will join the program.
Monday’s Star Couple Files will profile unconventional couples under the theme “Are there really couples like this?” Trot duo Kim Yang and Na Sang-do, active figures in the trot scene, will serve as panelists. Producers tapped them for their mass appeal and empathy, saying they can relate to featured couples while delivering lighthearted moments to ease viewers’ Monday blues.
Tuesday’s With the Famous One is a talk show that pairs celebrities with people from their inner circle to reveal untold stories. Jung Tae-ho, a former performer on KBS’s Gag Concert, will join as a panelist. With broad entertainment connections and a sharp sense of humor, he’s expected to naturally draw out hidden anecdotes from guests.
Wednesday’s flagship segment, Challenge! Dream Stage, will feature broadcaster Kim Hye-young and singer Ahn Sung-hoon as panelists. Kim will bring the warm communication skills honed from years in radio, while Ahn—speaking from his own difficult days as an unknown singer—will act as a mentor offering heartfelt guidance and empathy.
Thursday’s Thursday Lecture: One Tip from the Teacher will deliver practical, lifestyle-focused talks on finance, fashion and health. To keep the tone lively, comedian Jo Soo-yeon will join the panel. With extensive experience in lifestyle entertainment, Jo will frame viewer-friendly questions and translate complex information into engaging, accessible segments.
Friday’s variety quiz show, Quiz Show: Ten Million Luck, will pit four-person teams against each other for a top prize of ₩10,000,000 (≈ $7,500 USD). It’s the largest prize ever offered on a Korean morning show. Diverse teams—from large families to perfect test scorers to young politicians—will compete, and singer Yoon Soo-hyun will host, bringing a refreshing energy to Friday mornings.
The revamp’s wild card is a bold reinvention of main MC Eom Ji-in. A familiar KBS presence and longtime Morning Madang host, she will maintain a polished on-air demeanor while unveiling a very different digital persona.
Eom’s YouTube-original series, tentatively titled Youngja’s Store, will allow her a freer, more candid voice than the broadcast permits. Through behind-the-scenes stories, bloopers, unfiltered after-talks with guests and reading mixed viewer comments, the series aims to pull younger audiences back toward television.
While chasing entertainment value, KBS says it will preserve its public-broadcast mission. Turning viewers into active participants rather than passive audiences—and maintaining and strengthening phone-based participation (ARS) for seniors facing a digital divide—underscores the broadcaster’s commitment to inclusive programming.
Producers said, “To relaunch the 35-year-old Morning Madang as an open forum that moves with viewers, we chose bold changes. Through digital expansion, including Eom Ji-in’s alter-ego activities, we aim to establish the show as a national program that bridges generations.”
[Sports Today reporter Im Si-ryeong ent@stoo.com]
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