Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As media consumption habits evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is creating original productions and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining time-honored formats. In particular, they actively cast renowned leads to increase viewer engagement and produce dramas that capture the interest of a broad spectrum of viewers, thereby securing a broad viewer base. 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 platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing strategies distinct from legacy media. Firstly, they actively adopt new genres and unique structures, prioritizing creative risk-taking and cinematic quality over broad popularity. Secondly, they curate tailored content that aligns with specific interests, targeting niche audiences. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to secure viewers not only in their home country but also across different cultures. Through these approaches, OTT platforms are building industry dominance in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the streaming space, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing TV shows on digital platforms. This strategy helps sustain the relevance of traditional broadcasting platforms while attracting 후후티비 new viewership. Meanwhile, the rise of alternative digital platforms is shifting audience preferences towards more on-demand entertainment.
Conversely, digital platforms are also expanding their dominance by partnering with traditional TV networks. Netflix has gained a global following with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of Korean TV networks. This synergy helps both parties maximize their potential, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, legacy TV series and OTT services are both fighting for dominance and working together through their respective differentiation strategies. network-produced content maintain traditional genres and broad accessibility, whereas digital platforms provide bold and internationally appealing content. As synergy and cooperation between these platforms continue to develop, audiences can expect a wider-ranging and enhanced media landscape in the future.