Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through traditional broadcasting stations. In contrast, online services are web-powered streaming platforms, with Netflix, Watcha, and Wavve being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is developing original productions and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with widespread popularity while maintaining traditional storytelling methods. In particular, they actively highlight celebrity performers to increase viewer engagement and produce narratives that resonate with a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and brand trust, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to find more ways to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing strategies distinct from legacy media. Firstly, they actively embrace unconventional narratives and experimental formats, prioritizing artistic direction and cinematic quality over mainstream success. Secondly, they provide tailored content that meets the needs of individual tastes, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to attract subscribers not only within their region 후후티비 우회 but also on a global scale. Through these approaches, OTT services are building industry dominance in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the digital entertainment industry, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, making available their existing produced series on online services. This effort helps maintain the influence of legacy networks while attracting new viewership. Meanwhile, the rise of alternative digital platforms is reshaping viewing habits towards more user-controlled content access.
Conversely, streaming providers are also enhancing their competitiveness by partnering with legacy content producers. Netflix has gained massive international recognition with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of Korean TV networks. This synergy helps both parties maximize their potential, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and OTT services are both competing and finding common ground through their respective market tactics. Terrestrial dramas maintain traditional genres and general audience focus, whereas digital platforms provide bold and cross-border content. As synergy and cooperation between these platforms continue to develop, audiences can expect a more diverse and enriched media landscape in the future.