Terrestrial dramas have long been established as popular TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, 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 producing exclusive releases and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining time-honored more info formats. In particular, they actively feature celebrity performers to boost ratings and produce dramas that resonate with a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and network legacy, they continue to present familiar content, ensuring consistent success. This allows audiences to explore different channels to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing approaches distinct from legacy media. Firstly, they actively incorporate new genres and innovative storytelling, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they offer 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 attract subscribers not only domestically but also on a global scale. Through these methods, OTT platforms are building industry dominance in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the digital entertainment industry, competition has intensified. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing TV shows on digital platforms. This effort helps maintain the influence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the emergence of alternative digital platforms is changing consumer behavior towards more on-demand entertainment.
Conversely, streaming providers are also enhancing their competitiveness by partnering with traditional TV networks. A leading global streaming giant has gained a global following with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards 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 competing and seeking collaboration through their respective unique approaches. Terrestrial dramas maintain established storytelling and general audience focus, whereas digital platforms provide genre-defying and cross-border content. As collaboration and integration between these platforms continue to develop, audiences can expect a wider-ranging and elevated entertainment experience in the future.