Terrestrial dramas have long been established as popular TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are web-powered streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is developing exclusive releases and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining classic narrative structures. In particular, they actively cast renowned leads to attract audience interest 후후티비2 and produce television series that resonate with a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience 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 platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively adopt emerging trends and experimental formats, prioritizing originality and narrative depth over mainstream success. Secondly, they offer tailored content that aligns with individual tastes, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to grow their fanbase not only domestically but also internationally. Through these strategies, OTT services are building industry dominance in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the streaming space, competition has escalated. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, providing their existing produced series on digital platforms. This strategy helps maintain the influence of legacy networks while expanding their digital reach. Meanwhile, the rise of alternative digital platforms is shifting audience preferences towards more flexible viewing options.
Conversely, streaming providers are also solidifying their influence by working alongside terrestrial broadcasters. 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 terrestrial broadcasters. This collaboration helps both parties leverage their advantages, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and working together through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and mass appeal, whereas OTT services provide experimental and internationally appealing content. As synergy and integration between these platforms continue to develop, audiences can expect a more diverse and elevated media landscape in the future.