Terrestrial dramas have long been established as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with Netflix, Watcha, and Wavve being representative examples. As audience preferences evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is developing exclusive releases and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with widespread popularity while maintaining time-honored formats. In particular, they actively cast renowned leads to increase viewer engagement and produce dramas that capture the interest of a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and network legacy, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate unconventional narratives and innovative storytelling, prioritizing originality and artistry over mass appeal. Secondly, they offer tailored content that aligns with niche preferences, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to grow their fanbase not only within their region but also across different cultures. Through these methods, OTT platforms are strengthening their competitiveness in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the OTT market, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, 후후티비 최신 providing their existing TV shows on digital platforms. This initiative helps preserve the market presence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the growth of competing streaming networks is reshaping viewing habits towards more user-controlled content access.
Conversely, digital platforms are also enhancing their competitiveness by collaborating with traditional TV networks. A leading global streaming giant has gained worldwide success with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of traditional industry leaders. This collaboration helps both parties leverage their advantages, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, legacy TV series and streaming platforms are both competing and working together through their respective market tactics. network-produced content maintain classic formats and general audience focus, whereas OTT services provide experimental and globally targeted content. As synergy and cooperation between these platforms continue to grow, audiences can expect a more diverse and elevated content environment in the future.