Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are web-powered streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is creating unique content and employing differentiated strategies website to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining classic narrative structures. In particular, they actively highlight renowned leads to boost ratings and produce dramas that resonate with a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and network legacy, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively embrace new genres and unique structures, prioritizing artistic direction and cinematic quality over mainstream success. Secondly, they provide customized programming that meets the needs of niche preferences, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to secure viewers not only within their region but also internationally. Through these strategies, OTT services are building industry dominance in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the OTT market, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, providing their existing TV shows on digital platforms. This initiative helps preserve the market presence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the rise of competing streaming networks is shifting audience preferences towards more user-controlled content access.
Conversely, OTT services are also enhancing their competitiveness by working alongside legacy content producers. Netflix has gained a global following with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of traditional industry leaders. This synergy helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and general audience focus, whereas digital platforms provide genre-defying and cross-border content. As synergy and merging between these platforms continue to grow, audiences can expect a more diverse and enhanced content environment in the future.