Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are web-powered streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is producing unique content and employing differentiated strategies to maintain relevance.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing productions with widespread popularity while maintaining time-honored formats. In particular, they actively cast renowned leads to boost ratings and produce dramas that capture the interest of a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and network legacy, they continue to present familiar content, ensuring consistent success. This allows audiences to get more info find more ways to engage with network television through various mediums.

Differentiation Strategies of OTT Services

OTT platforms are expanding their subscriber base by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively embrace new genres and innovative storytelling, prioritizing originality and cinematic quality over mainstream success. Secondly, they provide customized programming that caters to niche preferences, targeting niche audiences. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to secure viewers not only in their home country but also across different cultures. Through these approaches, OTT services are strengthening their competitiveness in ways distinct from traditional terrestrial broadcasting.

Competition and Collaboration Between Platforms

As terrestrial broadcasters increasingly enter the OTT market, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing TV shows on digital platforms. This strategy helps preserve the market presence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the growth of competing streaming networks is shifting audience preferences towards more flexible viewing options.

Conversely, digital platforms are also enhancing their competitiveness by working alongside traditional TV networks. A leading global streaming giant has gained a global following with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of traditional industry leaders. This collaboration helps both parties leverage their advantages, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to become less defined.

Ultimately, legacy TV series and OTT services are both rivaling each other and working together through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and broad accessibility, whereas OTT services provide bold and cross-border content. As collaboration and merging between these platforms continue to expand, audiences can expect a more diverse and elevated entertainment experience in the future.