Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As media consumption habits evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is developing unique content and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with broad audience reach while maintaining classic narrative structures. In particular, they actively highlight renowned leads to boost ratings and produce narratives that resonate with a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their historical credibility and brand trust, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to find more ways to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT here services are expanding their influence by employing tactics distinct from legacy media. Firstly, they actively adopt unconventional narratives and innovative storytelling, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they curate customized programming that meets the needs of specific interests, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the global market, allowing them to secure viewers not only in their home country but also across different cultures. Through these strategies, OTT services are redefining the market in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the streaming space, competition has become fierce. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, making available their existing produced series on online services. This strategy helps preserve the market presence of legacy networks while expanding their digital reach. Meanwhile, the emergence of competing streaming networks is reshaping viewing habits towards more user-controlled content access.
Conversely, digital platforms are also enhancing their competitiveness by working alongside terrestrial broadcasters. A leading global streaming giant has gained worldwide success with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of Korean TV networks. This collaboration helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and seeking collaboration through their respective unique approaches. network-produced content maintain traditional genres and broad accessibility, whereas digital platforms provide genre-defying and cross-border content. As collaboration and integration between these platforms continue to expand, audiences can expect a wider-ranging and enriched content environment in the future.