Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through traditional broadcasting stations. In contrast, online services are internet-based streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As audience preferences evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is developing original productions and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad 후후티비 audience reach while maintaining classic narrative structures. In particular, they actively highlight star actors to boost ratings and produce television series that resonate with a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and brand trust, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to find more ways to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing tactics distinct from legacy media. Firstly, they actively embrace new genres and innovative storytelling, prioritizing creative risk-taking and narrative depth over broad popularity. Secondly, they provide personalized selections that aligns with individual tastes, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to attract subscribers not only domestically but also on a global scale. Through these methods, OTT platforms are redefining the market in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, distributing their existing broadcast content on online services. This strategy helps sustain the relevance of traditional broadcasting platforms while attracting new viewership. Meanwhile, the rise of alternative digital platforms is changing consumer behavior towards more user-controlled content access.
Conversely, digital platforms are also expanding their dominance by collaborating with traditional TV networks. Netflix has gained massive international recognition with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of Korean TV networks. This synergy helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and seeking collaboration through their respective differentiation strategies. network-produced content maintain classic formats and broad accessibility, whereas digital platforms provide bold and internationally appealing content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a more diverse and enriched media landscape in the future.