Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, online services are web-powered streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is producing original productions and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with broad audience reach while maintaining traditional storytelling methods. In particular, they actively cast star actors to attract audience interest and produce television series that resonate with a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and network legacy, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate unconventional narratives and innovative storytelling, prioritizing originality and artistry over broad popularity. Secondly, they offer personalized selections that meets the needs of individual tastes, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to grow their fanbase not only in their home country but also across different cultures. Through these strategies, OTT platforms are strengthening their competitiveness in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the OTT market, competition has become website fierce. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBSon' and 'wavve', respectively, distributing their existing produced series on online services. This initiative helps sustain the relevance of traditional broadcasting platforms while attracting new viewership. Meanwhile, the growth of alternative digital platforms is shifting audience preferences towards more user-controlled content access.
Conversely, digital platforms are also solidifying their influence by working alongside legacy content producers. A leading global streaming giant has gained massive international recognition with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This synergy helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and working together 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 merging between these platforms continue to grow, audiences can expect a wider-ranging and elevated entertainment experience in the future.