Terrestrial dramas have long been established as popular TV programs, produced and broadcast through major network broadcasting stations. In contrast, online services are internet-based streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is creating exclusive releases and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining classic narrative structures. In particular, they actively feature renowned leads to increase viewer engagement and produce television series that resonate with a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and brand trust, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing strategies distinct from network-based television. Firstly, they actively adopt emerging trends and innovative storytelling, prioritizing creative risk-taking and artistry over broad popularity. Secondly, they provide personalized selections that meets the needs of individual tastes, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to grow their fanbase not only domestically but also internationally. Through these strategies, OTT platforms are strengthening their competitiveness in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the OTT market, competition has become fierce. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', 후후티비 respectively, distributing their existing produced series on digital platforms. This strategy helps preserve the market presence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the emergence of competing streaming networks is reshaping viewing habits towards more on-demand entertainment.
Conversely, OTT services are also expanding their dominance by collaborating with terrestrial broadcasters. Netflix has gained worldwide success with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of Korean TV networks. This collaboration helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and broad accessibility, whereas OTT services provide genre-defying and globally targeted content. As collaboration and merging between these platforms continue to expand, audiences can expect a richer and enriched entertainment experience in the future.