Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with global streaming giants, Watcha, and Wavve being representative examples. As viewing trends evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is creating original productions and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining time-honored formats. In particular, they actively cast renowned leads to boost ratings and produce dramas that appeal to a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and network legacy, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing tactics distinct from network-based television. Firstly, they actively incorporate new genres and unique structures, prioritizing artistic direction and cinematic quality over broad popularity. Secondly, they provide tailored content that caters to niche preferences, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to grow their fanbase not only within their region but also across different cultures. Through these methods, OTT platforms are redefining the market in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing TV shows on digital platforms. This strategy helps preserve the market 후후티비 presence of legacy networks while engaging modern audiences. Meanwhile, the rise of alternative digital platforms is reshaping viewing habits towards more user-controlled content access.
Conversely, digital platforms are also expanding their dominance by collaborating with legacy content producers. Netflix has gained worldwide success with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of Korean TV networks. This collaboration 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 OTT services are both fighting for dominance and seeking collaboration through their respective unique approaches. Terrestrial dramas maintain traditional genres and broad accessibility, whereas OTT services provide bold and globally targeted content. As strategic partnerships and merging between these platforms continue to develop, audiences can expect a richer and elevated media landscape in the future.