Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is producing original productions and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining classic narrative structures. In particular, they actively cast star actors to increase viewer engagement and produce narratives that capture the interest of a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and brand trust, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing tactics distinct from legacy media. Firstly, they actively adopt new genres and innovative storytelling, prioritizing artistic direction and cinematic quality over broad popularity. Secondly, they provide tailored content that aligns with specific interests, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the global market, allowing them to secure viewers not only within their region but also internationally. Through these methods, OTT services are building industry dominance in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the streaming space, competition has intensified. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, making available their existing broadcast content on online services. This strategy helps sustain the relevance of established TV channels while attracting new viewership. Meanwhile, the rise of alternative digital platforms is changing consumer behavior towards more user-controlled content access.
Conversely, streaming providers are also enhancing their competitiveness by working alongside terrestrial broadcasters. Netflix has gained worldwide success with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of Korean TV networks. This collaboration helps both parties maximize their potential, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both competing and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain classic formats and broad accessibility, whereas OTT services provide experimental and internationally appealing content. As collaboration and cooperation between these platforms continue 후후티비 to grow, audiences can expect a more diverse and elevated media landscape in the future.