South Korean content company CJ ENM is expanding its Australian footprint with a licensing deal that puts 25 titles on Network 10’s free streaming platform, 10. Announced as the BCWW content market opened in Seoul on 14 September, the package rolls out this month.
What the package contains
The slate is led by Hotel Del Luna and My Mister and mixes scripted drama with unscripted K-pop entertainment. Network 10 is not simply adding titles to its library; it is creating a dedicated section called Addictive K-Dramas to house the CJ ENM titles at launch.
- 25 CJ ENM titles arriving on 10 during September
- Anchor titles: Hotel Del Luna and My Mister
- Format mix: drama series and unscripted K-pop shows
- Dedicated Addictive K-Dramas hub built for discoverability
The hub is the signal
The dedicated section matters more than the volume. A 25-title block could have been buried inside a general catalogue. Instead, Network 10 is giving Korean storytelling a front-door placement on a platform that has traditionally leaned toward English-language programming. That is a product decision, not just a licensing announcement.
CJ ENM head of content business Sebastian Kim said the hub is “a meaningful step in making K-content seamlessly accessible to local viewers.” Network 10 VP content Tamara Simoneau added that Korean storytelling has become “a true global phenomenon” and that the free collection makes it easier for established fans and curious newcomers to enter the category.
Free streaming economics
For Network 10, the deal is a library-depth play. Licensing existing titles is cheaper and faster than commissioning original Korean programming. Because 10 is a free streaming service, the return depends on reach, repeat visits and ad inventory rather than subscription conversion. A curated destination can support that by giving viewers a reason to browse inside a clearly labelled section and giving the platform a repeatable promotional surface for future K-content.
For CJ ENM, the arrangement adds an advertising-supported distribution lane alongside its larger global streaming relationships. It also acts as a market test. A 25-title catalogue can generate enough viewing data to show which stories travel, which titles drive search, and whether local audiences are ready for more investment in dubbing, marketing or deeper content commitments.
What to watch next
The commercial question is whether a standalone Korean content section can sustain engagement on a free platform when major subscription services already carry sizable K-drama catalogues. If the hub performs, expect Network 10 to use it as a test case for more international curation. If it does not, the lesson will be that availability alone is not enough without a sharp recommendation layer.
Source: C21media
