MBC's drama 'When the Phone Rings' quickly captured viewers' attention with its 12-episode format and captivating storyline, peaking at 9.2% in viewership during a scene where Saeon (Yoo Yeon Seok) and Heeju (Chae Soo Bin) participate in a two-person jump rope competition at a company retreat. Episode 6 recorded nationwide ratings of 6.9% and 6.4% in the metropolitan area, with a 20-49 demographic of 2.4%, setting new records for the show.

The drama's success comes despite challenges such as emergency cancellations due to President Yoon Suk Yeol's declaration of martial law and controversy over the misrepresentation of sign language. The drama, a secret romantic thriller about a marriage of convenience, combines the emotional depth of the original web novel with suspense, delivering a captivating and innovative story.

According to FlixPatrol, 'When the Phone Rings' ranked second globally in Netflix's TV show category within two weeks of its release, topping charts in 33 countries. Following the drama's release, the original web novel saw its views increase fivefold and its revenue 14.6 times, ranking first in KakaoPage's web novel charts.

The drama's success lies in its harmonious blend of genres. The romance and thriller elements create captivating tension, while the director's careful moderation of explicit content made it accessible to a wider audience. The intense drama between the main characters particularly resonated with female viewers.

Amid concerns about the decline of melodramas, 'When the Phone Rings' performed strongly, signaling a potential renaissance for the genre. It highlights the continued demand for melodramas, bringing renewed optimism to the production landscape.