Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are internet-based streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As audience preferences evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is producing original productions and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining classic narrative structures. In particular, they actively highlight star actors to increase viewer engagement and produce television series that capture the interest of a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and established reputation, they continue to present familiar content, ensuring consistent success. This allows audiences to have multiple options to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing approaches distinct from network-based television. Firstly, they actively adopt new genres and experimental formats, prioritizing originality and narrative depth over broad popularity. Secondly, they curate customized programming that aligns with individual tastes, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to secure viewers not only domestically but also across different cultures. Through these methods, OTT platforms are building industry dominance in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the OTT market, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, distributing their existing broadcast content on digital platforms. This initiative helps sustain the relevance of legacy networks while attracting new viewership. Meanwhile, the emergence of alternative digital platforms is shifting audience preferences towards more user-controlled 후후티비 우회 content access.
Conversely, digital platforms are also enhancing their competitiveness by working alongside legacy content producers. Netflix has gained worldwide success with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This collaboration helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and working together through their respective market tactics. network-produced content maintain traditional genres and mass appeal, whereas digital platforms provide bold and globally targeted content. As synergy and cooperation between these platforms continue to develop, audiences can expect a richer and elevated media landscape in the future.