Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with Netflix, Watcha, and Wavve being representative examples. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is creating original productions and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining time-honored formats. In particular, they actively cast celebrity performers to increase viewer engagement and produce narratives that capture the interest of a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and network legacy, they continue to offer traditional stories, ensuring consistent success. This allows audiences to have multiple options to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing approaches distinct from legacy media. Firstly, they actively embrace emerging trends and experimental formats, prioritizing artistic direction and narrative depth over broad popularity. Secondly, they provide tailored content that aligns with specific interests, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the global market, allowing them to attract subscribers not only within their region but also internationally. Through these strategies, OTT platforms are redefining the market in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the digital entertainment industry, competition has escalated. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, distributing their existing broadcast content on internet-based distribution channels. This strategy helps sustain the relevance of established TV channels while expanding their digital reach. Meanwhile, the rise of alternative digital platforms is changing consumer behavior towards more flexible viewing options.
Conversely, streaming providers are also expanding their dominance by collaborating with legacy 후후티비 content producers. Netflix has gained worldwide success with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of Korean TV networks. This synergy helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, legacy TV series and OTT services are both rivaling each other and finding common ground through their respective unique approaches. Terrestrial dramas maintain classic formats and mass appeal, whereas OTT services provide experimental and internationally appealing content. As collaboration and merging between these platforms continue to develop, audiences can expect a wider-ranging and elevated media landscape in the future.