Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are web-powered streaming platforms, with Netflix, Watcha, and Wavve being representative examples. As audience preferences evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is producing unique content and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with widespread popularity while maintaining time-honored formats. In particular, they actively feature star actors to increase viewer engagement and produce television series that appeal to a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and brand trust, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing tactics distinct from network-based television. Firstly, they actively incorporate new genres and experimental formats, prioritizing creative risk-taking and artistry over broad popularity. Secondly, they provide tailored content that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the global market, allowing them to attract subscribers not only in their home country but also internationally. Through these methods, OTT services are strengthening their competitiveness in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the OTT market, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing produced series on internet-based distribution channels. This initiative helps sustain the relevance of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the emergence of alternative digital platforms is shifting audience preferences towards more flexible viewing options.
Conversely, streaming providers are also expanding their dominance by collaborating with traditional TV networks. A leading global streaming giant has gained massive international recognition with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This collaboration helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both competing and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and general audience focus, whereas digital platforms provide genre-defying and internationally appealing content. As synergy and integration between these platforms continue to grow, audiences can expect a more diverse and elevated entertainment experience read more in the future.