Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are internet-based streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is producing unique content and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining classic narrative structures. In particular, they actively cast star actors to attract audience interest and produce television series that resonate with a wide range of age groups, thereby securing a loyal audience. Additionally, 후후티비 대체 leveraging their historical credibility and network legacy, they continue to deliver time-tested formulas, 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 market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively adopt unconventional narratives and innovative storytelling, prioritizing artistic direction and cinematic quality over mainstream success. Secondly, they provide customized programming that caters to niche preferences, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to attract subscribers not only domestically but also internationally. Through these strategies, OTT services are building industry dominance in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the digital entertainment industry, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBSon' and 'wavve', respectively, distributing their existing broadcast content on internet-based distribution channels. This initiative helps preserve the market presence of legacy networks while engaging modern audiences. Meanwhile, the emergence of competing streaming networks is changing consumer behavior towards more on-demand entertainment.
Conversely, digital platforms are also enhancing their competitiveness by working alongside legacy content producers. Netflix has gained massive international recognition with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. 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 become less defined.
Ultimately, legacy TV series and OTT services are both fighting for dominance and working together through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and mass appeal, whereas digital platforms provide genre-defying and internationally appealing content. As strategic partnerships and integration between these platforms continue to grow, audiences can expect a wider-ranging and enriched content environment in the future.