SBS variety show 'Uh, But Like, Seriously!' ends after 6 months

SBS variety program 'Uh, But Like, Seriously!' achieved a final rebound by recording its highest viewership rating, but ultimately came to an end after just six months. Despite high expectations at launch due to a glamorous MC lineup, an experimental format, and star guests, the show met a disappointing conclusion as it failed to break through the 1–2% viewership rating barrier throughout its run.

The program was significant for aiming to be a new type of variety show rather than a simple talk show. 'Uh, But Like, Seriously!' promoted a so-called 'character talk show' where different worlds and characters were set for each episode, and the MCs and guests unfolded stories within situational skits. While existing talk programs focused on guests' stories and wit, this program aimed to create new entertainment by combining variety settings with acting elements.

Expectations were high when it first aired in February. The combination of SBS Entertainment Awards winners Tak Jae-hoon and Lee Sang-min, Lee Su-ji, who possesses unrivaled character acting skills, and Kai, a member of the global idol group EXO, drew significant attention even before the broadcast.

However, contrary to expectations, the viewership rating did not rise easily. While the program possessed freshness and topicality, it struggled to establish popular viewing habits. Online, viewers noted, "It was a new attempt" and "It's fun because it's different from existing talk shows," but the show ultimately struggled in the viewership rating competition, which remains the standard for survival in variety programming.

The final episode recorded a 2.5% viewership rating based on Nielsen Korea's national data, matching its own series high. Although this was an increase from its debut, the program's fate had already been decided. At the end of the broadcast, instead of special farewell greetings from the MCs, only a short subtitle saying "Thank you for watching" appeared, marking a quiet conclusion.

The failure of 'Uh, But Like, Seriously!' cannot be attributed solely to entertainment value. In the current variety market, viewer consumption habits have shifted due to the spread of OTT and short-form content. It has become increasingly difficult to secure stable viewership ratings with only famous MCs and star guests, as modern audiences demand rapid immersion and strong characterization from new formats.

'Uh, But Like, Seriously!' was clearly an experimental work attempting to break existing formulas. By utilizing different settings each episode—such as a prison, an entertainment company, or a project group—it tried to blur the lines between variety shows and skits. However, experimentation does not always lead to mass popularity. The show lacked sufficient time to build a 'fixed narrative' that gives viewers a reason to tune in weekly and to establish a strong, unique brand.

Ultimately, the program serves as an example of the reality currently facing terrestrial variety shows. Even with star MCs and glamorous production teams, winning over viewers is a separate challenge. Balancing novelty and familiarity has become one of the most difficult tasks for current variety producers.

While 'Uh, But Like, Seriously!' did not leave a lasting impact in such a short period, it was meaningful in how it challenged the existing grammar of talk shows. Although it closed its curtains in the face of cold viewership rating results, the challenge toward a new format itself cannot be defined as a failure.

SBS will follow up with a new dating variety show, 'My Remaining Romance.' The quiet exit of 'Uh, But Like, Seriously!' leaves ongoing questions about which formats will survive in the evolving variety market.