Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is producing unique content and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining traditional storytelling methods. In particular, they actively cast celebrity performers to boost ratings and produce television series that resonate with a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their historical credibility and network legacy, they continue to offer traditional stories, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing approaches distinct from network-based television. Firstly, they actively incorporate new genres and innovative storytelling, prioritizing artistic direction and artistry over broad popularity. Secondly, they provide customized programming that meets the needs of specific interests, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the global market, read more allowing them to attract subscribers not only domestically but also internationally. Through these methods, OTT services are strengthening their competitiveness in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the streaming space, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, distributing their existing produced series on online services. This initiative helps sustain the relevance of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the rise of new media services is shifting audience preferences towards more on-demand entertainment.
Conversely, streaming providers are also enhancing their competitiveness by partnering with terrestrial broadcasters. Netflix has gained worldwide success with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This collaboration helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and working together through their respective unique approaches. Terrestrial dramas maintain classic formats and general audience focus, whereas digital platforms provide genre-defying and globally targeted content. As strategic partnerships and cooperation between these platforms continue to develop, audiences can expect a more diverse and enhanced media landscape in the future.