Click Click Ranger: A Transmedia Experiment for Korean Television (Part One)

I am offering today’s post as part of the ongoing conversation I’ve been having throughout the semester about transmedia storytelling practices. Below you will find the first of two installments written by HyeRyoung OK, a recently minted USC PhD, who I have met through my work with a new MacArthur Foundation Research Hub on Youth, New Media, and Public Participation. She has done some groundbreaking research on the deployment of transmedia practices in Korean television, projects which have gotten very little attention on this side of the world, but which have a lot to offer as an alternative model for how mobile technologies and public space can be deployed as part of a transmedia strategy.

Click Click Ranger: A Transmedia Experiment for Korean Television

by HyeRyoung Ok

By now we all know that the mobile phone is not simply a phone anymore. Since its introduction, the mobile phone has evolved into something that constantly broadens and transforms its boundary. Indeed, it is one of the most convergent media devices available that materializes the paradigm of media convergence. In most countries where mobile technology is widely adopted, the mobile phone is rapidly becoming a new outlet for traditional media industries responding to the “visions of wireless phones becoming hand-held entertainment centers.” Yet the mobile phone’s entry into the existing media environment is not a natural and homogeneous process. Continuing, disrupting, and mixing existing media practices to a newer form, rather, it came to terms with conventional media in heterogeneous ways depending on the socio-culturally specific contexts.

Then, here comes the story of the mobile phone in Korea, the country recently known as “IT powerhouse” where the adventure of the mobile phone ever continues. The mobile phone in Korea is literally a focal point where technical, industrial, and cultural innovations to explore the ‘newer’ forms of media service converge (see my blog posts on general review of Korean IT practices). What is particularly unique about Korean mobile culture is the continuing emphasis on the potential of mobile phones as ‘screen’ media. It is not surprising phenomenon considering the weight of ‘screen’ related – all dimensions of hardware and software – industries in Korean society. I would like to illustrate how the mobile screen is positioned in the flux of these transmedia experiments across new and old media in a culturally specific way through the case of Click Click Rangers: aka Mobile Rangers, an entertainment program on channel MBC in Korea.

Click Click Rangers: aka Mobile Rangers, is an interesting case that shows how the media content is designed to be produced/consumed based on the principle of “connecting” multiple forms of screens: mobile screen, television screen, and outdoor LED screen. Click Click Ranger is one of three sections in the popular Sunday prime time entertainment show, titled !: Exclamation Mark which was broadcast from December 2004 to August 2005 on channel MBC – one of three major television networks in Korea. In Click Click Ranger, the mobile screen is used in two significant ways: mobile phone imaging for moving image production and mobile TV for moving image circulation. Although it was short-lived, this show set up a model for employing mobile phone technology thematically as well as formally into the television program format and inspired other shows in competing networks. As a prototype, Click Click Ranger raises several interesting issues on the relation between new media technology, the existing media conventions, and culture. Taking Click Click Ranger as a starting point, let’s begin to explore how Korean television mediates the mobile screen as part of the larger outdoor screen culture and thus complicates the issue of ‘convergence of spaces.

Click Click Ranger (aka Mobile Ranger): Capture Korea’s Today

Click Click Ranger’s catchphrase of “Capture Korea’s today” literally and symbolically sums up the goal and the structure of the show: To report the present realities of Korea. In terms of content, Click Click Ranger presents several short video clips of anonymous do-gooders and misbehaviors on the street in a fashion similar to citizen reports. These clips are captured and sent by random citizens and “mobile rangers,” a group of pre-selected young college students and volunteers (in total, 100 members). Technically, mobile rangers and anonymous participants capture videos on the street and send clips ‘in real time’ to the studio while the program is being pre-recorded. It is reported that ninety percent of participants use a mobile phone camera and send clips through the wireless internet on their mobile phone. Most interestingly, Click Click Ranger adopts a multi-screen format of display that tackles the paradigm of media convergence by manipulating the ‘flow’ of content across media (Jenkins, 2007). The clips captured by mobile phone camera and selected for showing on regular television are simultaneously broadcast on a large LED screen installed over Seoul City Hall Plaza. In fact, the program itself is shot on the rooftop of the city hall building, where two MCs run the show as if they were news reporters as is illustrated in the picture above. Hence, what the viewers on a regular television set at home actually watch are alternating shots between the outdoor screen display, the MCs, and small video clips in quick-time movie format. Later on, the program re-runs on Mobile TV, particularly on the channel BLUE of Satellite DMB (Digital Multimedia Broadcasting) service on the following Monday. Following this path, the clips of Click Click Ranger finish their journey from the street to multiple screens encompassing all hot spots (‘hot screens’) in the current mediascape of Korea as diagram below illustrates.


Creating the Public: Private Imaging and Public Exhibition

To the savvy viewers, who got used to all sorts of strategies to utilize the mobile phone for the television show by now, early attempt of Click Click Ranger may not look so fresh. What makes this show unique is the way in which it attempts to employ the mobile phone, an icon of personal media, in the service of constructing the ‘public space’ within a commercial entertainment. As a matter of fact, from the beginning, ! : Exclamation Mark has built a reputation for being a ‘public value concerned entertainment’ program. Previous and current sub-sections of the show have adopted ‘human documentary’ or ‘news report’ format in which show hosts visit and follow various people, with the goal of promoting the ‘good civilian life and consciousness’ in the fashion of a public service campaign. So far, its campaigns have been successful in generating issues in public discourse and have had real consequences in social life in Korea. Some of its famous campaigns include: “Let’s read books,” “Let’s obey the traffic sign,” “Let’s eat Breakfast,” “Street Lessons,” “Open your Eyes (Donation/Transference of cornea for the blind),” “Asia Asia (Illegal worker’s home visiting project)” and so on.

Partially, the show’s strategy to foreground public good within entertainment content reflects the unique hybrid characteristic of its network, MBC: MBC is private but at the same time closer to a public broadcasting network. It runs as a private company but is in fact indirectly owned by the government (by KBS, a major public network) and under the direct control of the Commission of Television Broadcasting. This dominant discourse of the program not only circumscribes the content of the clips in Click Click Ranger but also affects its program format. Typical clips of Click Click Ranger would feature various incidents such as violation of minor civil laws, misdemeanors, or good samaritans who help weak, elderly people at the subway station and so on. In each episode, if the best citizen is chosen among the good samaritans, the show’s host calls up the mobile ranger on the scene and runs to there to give the samaritan a reward-a golden badge.

(To be continued)

HyeRyoung Ok is a postdoctoral researcher at the University of California Humanities Research Institute, Irvine, working for the Digital Media and Learning Hub. Currently she is carrying out research for the Public Participation Research Network led by Joe Kahne. As a cultural studies scholar, HyeRyoung looks at newly emerging transmedia culture from interdisciplinary perspective, with a focus on the transition of cinematic tradition to digital media, mobile media culture, and transnational flow of cultural content, particularly in East Asian context.


  1. says:

    Converging public service announcements with entertainment programming, virtual with traditional communities, and effecting change across platforms…setting an example for all of us, but most especially this:

  2. Payday Loans says:

    Do you need a Payday Loan? If so, come on over and check out all the payday loan options on my website. Payday loans are exactly what most people need to get through the month. They help you pay your bills and keep creditors off your back. And the loans are really easy to get. Never again will you need to spend all your time trying to get a personal loan when all you really need is a high quality payday loan. Don’t take our word for it though, check out the hundreds of online reviews we have of payday companies near you.

  3. Thank you for this great information, you write very well which i like very much. I am really impressed by your post.

    Best regards, Sofia, CEO of best iscsi san

  4. Thank you for another informative site. Where else could I get that kind of information written in such an ideal way? I have a project that I am just now working on, and I’ve been on the look out for such information.

    Nikon EN-EL4A Battery, Battery for Nikon EN-EL4A, Nikon EN-EL4A Digital Camera Battery

    Nikon ENEL4A Battery, Battery for Nikon ENEL4A, Nikon ENEL4A Digital Camera Battery

  5. have read a few of the articles on your website now, and I really like your style of blogging. I added it to my favorites blog site list and will be checking back soon. Please check out my site as well and let me know what you think.

    Child Behavior Problems

    Potty Training Boys

    Potty Training Tips

    Potty Training Regression

  6. Nice experiment from korean television. With experiments like this we can understand the reality of countries like Korea. Thanks Henry for share it with us.


  7. welcome great web for shopping text to speech and rolex replica

    Shop and find the lowest prices on products from louis vuitton outlet. Price comparison shopping, product reviews, and armani watch – all the tools to help make wow gold simple

  8. yangrui says:

    If you love shopping, then look no christian louboutin sale further than the many BC retail shops. Some of ghd straighteners the more popular cities that can be found in BC include Vancouver, Victoria, Kelowna, and Whistler. Kelowna is actually the major retail center in the interior of tiffany outlet BC and Kelowna has just about every retail shop to shop louis vuitton suit everyone’s needs from great specialty shops all the way to national chains. Kelowna also has the largest shopping chanel bags centre between Calgary and Vancouver called the Orchard Park Shopping Centre. This centre has over 150 stores and shops, many of which are represented locally. Kelowna is only one of handbags for sale the many towns you can find in BC that have just about every retail shop to fit your shopping desires.

  9. Good job done about the post, thank you!

    custom thesis

  10. mortgage refinance says:

    good posting on transmedia in Korea.Keep on sharing.Heloc rates and bad credit mortgages

  11. karen01 says:

    Much creative stuff! buy research papers

  12. rockingdavid says:

    this is so exciting and informative for me really… because I have never had any idea of these things that in this modern world we are going to be in that kind of technology filed where we have to be best on our capabilities to success and stay at top. I have been always a fan of innovation and new things in life so doin these kind of courses like CCNA, MCSE and other certifications which can not only help you for your future but also makes you unique in this field as well.. so very happy to be part of this and want you guys to also have a look at them because once you will join it and have a study on these, you surely gona like it and appreciate the effort…this is all what I can say, rest of you will decide. thanks!!!

    mcse | ccna security | db2 certification | comptia network+ | security+ certification | hp certification | mcsa certification | scmad | scwcd | comptia certification

  13. You write very good reports, I like to watch, it made me learn a lot of things, really thank you very much, although the former, now looks very good., Here

    maybe you or your friends will need my information as follows for the: Have a nice day with our mutual shared information!


    ralph lauren outlet,wholesale nike shoes,wholesale jordan shoes,nike soccer cleats,abercrombie hoodies,new era cap

  14. Highly helpful thank you, There's no doubt that your followers would possibly want significantly better afrika mangosu written articles like that maintain the excellent work.tütüne son klavis panax nanomatik orjin krem

  15. Coach Outlet says:

    But many argue that the Coach Outlet
    core problem is less Coach Outlet
    discipline than the lack Chanel Handbags
    of economic growth andCoach Outlet
    the deep current-accountCoach Outlet
    imbalances — exporters Chanel Bags
    versus importers — withinCoach Factory Outlet
    the euro zone. Austerity Coach Outlet Online
    tends to bring recession, notCoach Outlet
    growth, and Europe needs Coach Outlet
    growth to cope with its debt.Coach Outlet Online
    But structural changes Louis Vuitton Bags
    and investments to accelerate Coach Factory Outlet
    growth and competitiveness Louis Vuitton Bags
    generally take years to bear fruit.Coach Factory Store
    “The relationship between 3 Coach Outlet
    percent and fiscal vulnerability Coach Factory Outlet
    is a weak one,” said Jean Coach Outlet Store
    Pisani-Ferry, director of BruegelCoach Factory Outlet
    , an economic research institutionCoach Outlet
    in Brussels. Both Spain and Chanel Bags
    Ireland have run balanced Chanel Bags
    budgets, or even budget Louis Vuitton
    surpluses, in recent years,Coach Factory Store
    and both were well within Chanel Handbags
    the Maastricht criteria, butCoach Outlet
    became speculative targets Chanel Bags
    in the credit crisis anyway;Louis Vuitton
    Italy has one of the lowestCoach Store Online
    budget deficits in the euroCoach Outlet
    zone, and runs a primary surplus,Chanel Bags
    meaning that its budget is in Coach Outlet
    the black when debt service is discounted.Louis Vuitton Bags
    Steven Erlanger reported from Vienna, Coach Factory Outlet
    and Liz Alderman from Paris. Ma?a de la Chanel Bags
    Baume and Scott Sayare contributed reporting from Paris. Coach Factory

  16. Thank you for that

  17. Juhani Viksten says: