Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through traditional broadcasting stations. In contrast, online services are internet-based streaming platforms, with Netflix, website Watcha, and Wavve being leading competitors. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is developing unique content and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining classic narrative structures. In particular, they actively highlight star actors to boost ratings and produce television series that appeal to a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and established reputation, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to find more ways to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing strategies distinct from legacy media. Firstly, they actively embrace emerging trends and unique structures, prioritizing artistic direction and narrative depth over mainstream success. Secondly, they provide tailored content that aligns with niche preferences, targeting niche audiences. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to grow their fanbase not only domestically but also across different cultures. Through these methods, OTT services are strengthening their competitiveness in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the streaming space, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, making available their existing TV shows on online services. This initiative helps preserve the market presence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the rise of new media services is changing consumer behavior towards more user-controlled content access.
Conversely, streaming providers are also enhancing their competitiveness by partnering with traditional TV networks. A leading global streaming giant has gained massive international recognition with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This strategic alliance helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, legacy TV series and OTT services are both competing and working together through their respective unique approaches. network-produced content maintain classic formats and general audience focus, whereas digital platforms provide bold and globally targeted content. As collaboration and merging between these platforms continue to expand, audiences can expect a more diverse and enhanced entertainment experience in the future.