Terrestrial dramas have long been established as popular TV shows, produced and broadcast through major network broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As audience preferences evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is creating unique content and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with broad audience reach while maintaining traditional storytelling methods. In particular, they actively highlight renowned leads to boost ratings and produce television series that resonate with a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience 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 mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing originality and cinematic quality over broad popularity. Secondly, they offer customized programming that caters to niche preferences, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to attract subscribers not only domestically but also on a global scale. Through these methods, OTT platforms are building industry dominance in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, making available their existing broadcast content on online services. This effort helps preserve the market presence of legacy networks while engaging modern audiences. Meanwhile, the growth of alternative digital platforms is reshaping viewing habits towards website more flexible viewing options.
Conversely, streaming providers are also solidifying their influence by collaborating with legacy content producers. Netflix has gained worldwide success with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of Korean TV networks. This synergy helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and finding common ground through their respective unique approaches. Terrestrial dramas maintain classic formats and broad accessibility, whereas digital platforms provide bold and globally targeted content. As synergy and cooperation between these platforms continue to grow, audiences can expect a wider-ranging and elevated content environment in the future.