Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through traditional broadcasting stations. In contrast, online services are web-powered streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is developing unique content and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with widespread popularity while maintaining classic narrative structures. In particular, they actively feature renowned leads to boost ratings and produce narratives that capture the interest of a diverse demographic, thereby securing a broad viewer base. 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 network television through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing approaches distinct from legacy media. Firstly, they actively adopt new genres and unique structures, prioritizing originality and artistry over mainstream success. Secondly, they offer customized programming that meets the needs of specific interests, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to attract subscribers not only within their region but also across different cultures. Through these methods, OTT services are building industry dominance in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the digital entertainment industry, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, making available their existing produced series on online services. This initiative helps sustain the relevance of legacy networks while expanding their digital reach. Meanwhile, the rise of competing streaming networks is changing consumer behavior towards more flexible viewing options.
Conversely, digital platforms are also solidifying their influence by collaborating with legacy content producers. Netflix has gained a global following with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This collaboration helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and finding common here ground through their respective unique approaches. network-produced content maintain established storytelling and broad accessibility, whereas digital platforms provide bold and globally targeted content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a richer and elevated media landscape in the future.