Terrestrial broadcast series have long been established as popular TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are internet-based streaming platforms, with Netflix, regional streaming services, 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 maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with widespread popularity while maintaining traditional storytelling methods. In particular, they actively feature star actors to increase viewer engagement and produce television series that resonate with a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and established reputation, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing approaches distinct from network-based television. Firstly, they actively embrace unconventional narratives and experimental formats, prioritizing creative risk-taking and cinematic quality over mainstream success. Secondly, they provide personalized selections that caters to niche preferences, targeting unique fan bases. Lastly, they read more focus on producing globally accessible media aimed at the worldwide audience, allowing them to secure viewers not only within their region but also internationally. Through these strategies, OTT services are building industry dominance in ways different from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the OTT market, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, distributing their existing produced series on internet-based distribution channels. This initiative helps maintain the influence of established TV channels while engaging modern audiences. Meanwhile, the emergence of new media services is shifting audience preferences towards more on-demand entertainment.
Conversely, streaming providers are also solidifying their influence by working alongside terrestrial broadcasters. Netflix has gained worldwide success with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of terrestrial broadcasters. This synergy helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both competing and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and broad accessibility, whereas digital platforms provide experimental and internationally appealing content. As collaboration and merging between these platforms continue to develop, audiences can expect a more diverse and enhanced entertainment experience in the future.