Terrestrial dramas have long been established as mainstream TV shows, here produced and broadcast through terrestrial broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is producing unique content and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with widespread popularity while maintaining classic narrative structures. In particular, they actively feature renowned leads to boost ratings and produce narratives that resonate with a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and established reputation, they continue to present familiar content, ensuring consistent success. This allows audiences to explore different channels to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing tactics distinct from network-based television. Firstly, they actively adopt unconventional narratives and innovative storytelling, prioritizing creative risk-taking and narrative depth over mainstream success. Secondly, they curate tailored content that aligns with specific interests, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the global market, allowing them to grow their fanbase not only within their region but also across different cultures. Through these strategies, OTT services are redefining the market in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the streaming space, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing TV shows on online services. This initiative helps preserve the market presence of legacy networks while attracting new viewership. Meanwhile, the rise of alternative digital platforms is changing consumer behavior towards more user-controlled content access.
Conversely, OTT services are also expanding their dominance by collaborating with terrestrial broadcasters. A leading global streaming giant has gained a global following with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of traditional industry leaders. This strategic alliance helps both parties maximize their potential, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both competing and seeking collaboration through their respective unique approaches. Terrestrial dramas maintain traditional genres and general audience focus, whereas OTT services provide genre-defying and internationally appealing content. As collaboration and merging between these platforms continue to expand, audiences can expect a richer and enriched media landscape in the future.