Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through traditional broadcasting stations. In contrast, online services are internet-based streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As media consumption habits evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is producing unique content and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining traditional storytelling methods. In particular, they actively feature star actors to increase viewer engagement and produce television series that capture the interest of a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and established reputation, they continue to offer traditional stories, ensuring consistent success. This allows audiences to find more ways to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing approaches distinct from network-based television. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing creative risk-taking and artistry over broad popularity. Secondly, they offer customized programming that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to grow their fanbase not only within their region but also internationally. Through these strategies, OTT platforms are building industry dominance in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the OTT market, 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 online services. This initiative helps sustain the relevance of legacy networks while attracting new viewership. Meanwhile, the emergence of new media services is reshaping viewing habits towards more flexible viewing options.
Conversely, digital platforms are also solidifying their influence by collaborating with terrestrial broadcasters. A leading global streaming giant has gained a global following with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of traditional industry leaders. This collaboration helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, legacy TV series and OTT services are both competing and seeking collaboration through their respective market tactics. network-produced content maintain established storytelling and general audience focus, 후후티비 새주소 whereas OTT services provide experimental and internationally appealing content. As synergy and merging between these platforms continue to develop, audiences can expect a richer and enriched content environment in the future.