Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are internet-based streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is creating original productions and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with broad audience reach while maintaining traditional storytelling methods. In particular, they actively feature renowned leads to attract audience interest and produce dramas that resonate with a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and network legacy, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing tactics distinct from network-based television. Firstly, they actively embrace unconventional narratives and innovative storytelling, prioritizing creative risk-taking and artistry over mainstream success. Secondly, they curate tailored content that meets the needs of individual tastes, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to attract subscribers not only in their home country but also on a global scale. 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 enter the streaming space, competition has become fierce. For instance, KBS and MBC operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing TV shows on online services. This strategy helps maintain the influence of 후후티비 traditional broadcasting platforms while engaging modern audiences. Meanwhile, the rise of alternative digital platforms is reshaping viewing habits towards more flexible viewing options.
Conversely, streaming providers are also solidifying their influence by partnering with legacy content producers. A leading global streaming giant has gained worldwide success with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of traditional industry leaders. This collaboration helps both parties leverage their advantages, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and seeking collaboration through their respective market tactics. network-produced content maintain classic formats and broad accessibility, whereas OTT services provide bold and globally targeted content. As synergy and merging between these platforms continue to grow, audiences can expect a richer and enriched content environment in the future.