Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are web-powered streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is producing exclusive releases and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining traditional storytelling methods. In particular, they actively feature star actors to boost ratings and produce television series that appeal to a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and established reputation, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing tactics distinct from network-based television. Firstly, they actively incorporate new genres and innovative storytelling, prioritizing creative risk-taking and artistry over broad popularity. Secondly, they provide personalized selections that aligns with individual tastes, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to attract subscribers not only in their home country but also across different cultures. Through these approaches, OTT services are building industry dominance in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the digital entertainment industry, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, making available their existing broadcast content on online services. This effort helps maintain the influence of established TV channels while expanding their digital reach. Meanwhile, the rise of new media services is shifting audience preferences towards more flexible viewing options.
Conversely, OTT services are also solidifying their influence by working alongside traditional TV networks. Netflix has gained worldwide success with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This collaboration helps both parties maximize their potential, fostering a more dynamic industry. As a result, the lines between terrestrial 후후티비 and digital platforms continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both competing and seeking collaboration through their respective market tactics. Terrestrial dramas maintain traditional genres and mass appeal, whereas digital platforms provide genre-defying and globally targeted content. As synergy and merging between these platforms continue to grow, audiences can expect a more diverse and enhanced entertainment experience in the future.