Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through traditional broadcasting stations. In contrast, online services are internet-based streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As audience preferences evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is producing unique content and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with broad audience reach while maintaining time-honored formats. In particular, they actively cast celebrity performers to boost ratings and produce television series that appeal to a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and established reputation, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to have multiple options to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively embrace emerging trends and unique structures, prioritizing creative risk-taking and cinematic quality over broad popularity. Secondly, they provide personalized selections that aligns with niche preferences, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to attract subscribers not only domestically but also internationally. Through these methods, OTT services are redefining the market in ways different from legacy channels.
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 a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing broadcast content on online services. This effort helps sustain the relevance of traditional broadcasting platforms 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 collaborating with traditional TV networks. Netflix has gained worldwide success with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of Korean TV networks. This strategic alliance helps both parties complement each other’s strengths, fostering here a more dynamic industry. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and working together through their respective unique approaches. network-produced content maintain classic formats and broad accessibility, whereas digital platforms provide bold and cross-border content. As synergy and cooperation between these platforms continue to develop, audiences can expect a wider-ranging and elevated content environment in the future.