Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with Netflix, Watcha, and Wavve being representative examples. As viewing trends evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is developing original productions and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with broad audience reach while maintaining time-honored formats. In particular, they actively cast star actors to increase viewer engagement and produce narratives that appeal to a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and network legacy, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing approaches distinct from network-based television. Firstly, they actively embrace emerging trends and experimental formats, prioritizing creative risk-taking and cinematic quality over mainstream success. Secondly, they provide tailored content that caters to specific interests, targeting unique fan bases. Lastly, here they focus on producing globally accessible media aimed at the global market, allowing them to attract subscribers not only in their home country but also on a global scale. Through these strategies, OTT platforms are building industry dominance in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the streaming space, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing TV shows on online services. This effort helps preserve the market presence of established TV channels while engaging modern audiences. Meanwhile, the rise of alternative digital platforms is changing consumer behavior towards more user-controlled content access.
Conversely, digital platforms are also enhancing their competitiveness by partnering with terrestrial broadcasters. Netflix has gained worldwide success with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This strategic alliance helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and general audience focus, whereas digital platforms provide genre-defying and internationally appealing content. As strategic partnerships and cooperation between these platforms continue to grow, audiences can expect a more diverse and elevated entertainment experience in the future.