Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are internet-based streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As viewing trends evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is producing original productions and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with high mass appeal while maintaining traditional storytelling methods. In particular, they actively highlight celebrity performers to boost ratings and produce television series that appeal to a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their historical credibility and network legacy, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing tactics distinct from legacy media. Firstly, they actively incorporate emerging trends and innovative storytelling, prioritizing artistic direction and narrative depth over mainstream success. Secondly, they provide personalized selections that caters to specific interests, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to grow their fanbase not only within their region but also internationally. Through these methods, OTT platforms are redefining the market in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the streaming space, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing broadcast content on internet-based distribution channels. This effort helps maintain the influence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the rise of new media services is shifting audience preferences website towards more flexible viewing options.
Conversely, OTT services are also solidifying their influence by collaborating with terrestrial broadcasters. Netflix has gained massive international recognition with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of Korean TV networks. This collaboration helps both parties maximize their potential, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and working together through their respective differentiation strategies. network-produced content maintain traditional genres and general audience focus, whereas digital platforms provide experimental and globally targeted content. As collaboration and cooperation between these platforms continue to expand, audiences can expect a wider-ranging and enriched content environment in the future.