Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is creating unique content and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining time-honored formats. In particular, they actively cast renowned leads to attract audience interest and produce narratives that capture the interest of a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and established reputation, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to have multiple options to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing approaches distinct from network-based television. Firstly, they actively adopt new genres and innovative storytelling, prioritizing artistic direction and cinematic quality over broad popularity. Secondly, they offer personalized selections that meets the needs of niche preferences, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to secure viewers not only in their home country but also internationally. Through these approaches, OTT services are redefining the market in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the OTT market, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 후후티비2 'MBC Digital', respectively, providing their existing broadcast content on online services. This strategy helps maintain the influence of legacy networks while engaging modern audiences. Meanwhile, the emergence of new media services is changing consumer behavior towards more on-demand entertainment.
Conversely, streaming providers are also enhancing their competitiveness by working alongside 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 drama production capabilities of terrestrial broadcasters. This synergy helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and seeking collaboration through their respective market tactics. network-produced content maintain established storytelling and general audience focus, whereas OTT services provide genre-defying and internationally appealing content. As strategic partnerships and cooperation between these platforms continue to grow, audiences can expect a more diverse and enriched media landscape in the future.