Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is creating unique content and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with widespread popularity while maintaining traditional storytelling methods. In particular, they actively highlight celebrity performers to boost ratings and produce television series that appeal to a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and brand trust, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to find more ways to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing approaches distinct from legacy media. Firstly, they actively adopt unconventional narratives and innovative storytelling, prioritizing creative risk-taking and cinematic quality over broad popularity. Secondly, they offer customized programming that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to grow their fanbase not only within their region but also on a global scale. Through these strategies, OTT services are strengthening their competitiveness in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the digital entertainment industry, competition has become fierce. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, providing their existing produced series on online services. This strategy helps sustain the relevance of legacy networks while engaging modern audiences. Meanwhile, the rise of competing streaming networks is changing consumer behavior towards more flexible viewing options.
Conversely, digital platforms are also enhancing their competitiveness 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 drama production capabilities of traditional industry leaders. This synergy helps both parties maximize their potential, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and general audience focus, whereas OTT services provide bold and cross-border content. As strategic partnerships and cooperation between these platforms continue to expand, audiences can expect a read more richer and elevated content environment in the future.