Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are internet-based streaming platforms, with global streaming giants, 후후티비 regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is developing exclusive releases and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with widespread popularity while maintaining classic narrative structures. In particular, they actively highlight renowned leads to attract audience interest and produce dramas that capture the interest of a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and network legacy, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing strategies distinct from legacy media. Firstly, they actively embrace emerging trends and unique structures, prioritizing creative risk-taking and narrative depth over mainstream success. Secondly, they provide tailored content that caters to niche preferences, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to attract subscribers not only in their home country but also internationally. Through these methods, OTT platforms are building industry dominance in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the OTT market, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, distributing their existing TV shows on internet-based distribution channels. This effort helps preserve the market presence of legacy networks while engaging modern audiences. Meanwhile, the rise of competing streaming networks is reshaping viewing habits towards more user-controlled content access.
Conversely, streaming providers are also solidifying their influence by working alongside terrestrial broadcasters. A leading global streaming giant has gained a global following with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This strategic alliance helps both parties maximize their potential, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and working together through their respective unique approaches. Terrestrial dramas maintain established storytelling and general audience focus, whereas digital platforms provide experimental and internationally appealing content. As strategic partnerships and cooperation between these platforms continue to expand, audiences can expect a more diverse and enhanced entertainment experience in the future.