Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through traditional broadcasting stations. In contrast, online services are web-powered streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As audience preferences evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is producing original productions and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with broad audience reach while maintaining classic narrative structures. In particular, they actively feature renowned leads to boost ratings and produce television series that resonate with a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and established reputation, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively adopt emerging trends and innovative storytelling, prioritizing creative risk-taking and artistry over broad popularity. Secondly, they curate customized programming that caters to niche preferences, targeting niche 후후티비 audiences. Lastly, they focus on producing international releases aimed at the global market, allowing them to attract subscribers not only within their region but also on a global scale. Through these approaches, OTT platforms are redefining the market in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the OTT market, competition has escalated. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'wavve', respectively, distributing their existing produced series on digital platforms. This initiative helps preserve the market presence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the rise of new media services is reshaping viewing habits towards more user-controlled content access.
Conversely, OTT services are also expanding their dominance by partnering with traditional TV networks. A leading global streaming giant has gained a global following with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This synergy helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, legacy TV series and OTT services are both fighting for dominance and working together through their respective market tactics. network-produced content maintain classic formats and general audience focus, whereas OTT services provide bold and globally targeted content. As collaboration and merging between these platforms continue to grow, audiences can expect a richer and enhanced media landscape in the future.