Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are internet-based streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is producing unique content and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with high mass appeal while maintaining time-honored formats. In particular, they actively feature renowned leads to attract audience interest 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 find more ways to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing strategies distinct from legacy media. Firstly, they actively incorporate emerging trends and unique structures, prioritizing creative risk-taking and artistry over mainstream success. Secondly, they curate customized programming that caters to individual tastes, targeting niche audiences. Lastly, they focus on producing international releases aimed at the global market, allowing them to secure viewers not only in their home country but also across different cultures. Through these approaches, OTT platforms are strengthening their competitiveness in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the streaming space, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, providing their existing TV shows on digital platforms. This strategy helps maintain the influence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the emergence of new media services is shifting audience preferences towards more flexible viewing options.
Conversely, digital platforms are also enhancing their competitiveness by partnering with terrestrial broadcasters. A leading global streaming giant has gained massive international recognition with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of Korean TV networks. This synergy helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, legacy TV series and click here streaming platforms are both competing and finding common ground through their respective market tactics. network-produced content maintain traditional genres and general audience focus, whereas digital platforms provide bold and internationally appealing content. As strategic partnerships and integration between these platforms continue to expand, audiences can expect a more diverse and elevated content environment in the future.