Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through traditional broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is producing original productions and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining time-honored formats. In particular, they actively cast star actors to increase viewer engagement and produce television series that capture the interest of a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and established reputation, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing tactics distinct from legacy media. Firstly, they actively adopt new genres and unique structures, prioritizing creative risk-taking and artistry over broad popularity. Secondly, they offer personalized selections that meets the needs of niche preferences, targeting niche audiences. Lastly, they focus on producing multinational content aimed at here the global market, allowing them to grow their fanbase not only within their region but also across different cultures. Through these approaches, OTT platforms are building industry dominance in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies 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, providing their existing TV shows on internet-based distribution channels. This initiative helps maintain the influence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the growth of alternative digital platforms is changing consumer behavior towards more flexible viewing options.
Conversely, digital platforms are also solidifying their influence by working alongside legacy content producers. Netflix has gained massive international recognition with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. This strategic alliance helps both parties maximize their potential, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and finding common ground through their respective unique approaches. Terrestrial dramas maintain classic formats and mass appeal, whereas OTT services provide experimental and cross-border content. As strategic partnerships and integration between these platforms continue to develop, audiences can expect a richer and elevated content environment in the future.