Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with global streaming giants, Watcha, and Wavve being leading competitors. As viewing trends evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is developing original productions and employing distinct strategies to maintain relevance.
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 increase viewer engagement and produce narratives that capture the interest of a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and network legacy, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing approaches distinct from legacy media. Firstly, they actively incorporate emerging trends and experimental formats, prioritizing artistic direction and artistry over broad popularity. Secondly, they provide personalized selections that meets the needs of individual tastes, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to grow their fanbase not only domestically but also internationally. Through these approaches, OTT services are strengthening their competitiveness in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the digital entertainment industry, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' 후후티비2 and 'MBC Digital', respectively, providing their existing produced series on online services. This strategy helps preserve the market presence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the emergence of new media services is reshaping viewing habits towards more on-demand entertainment.
Conversely, OTT services are also enhancing their competitiveness by working alongside traditional TV networks. Netflix has gained a global following with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of traditional industry leaders. This synergy helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and seeking collaboration through their respective market tactics. network-produced content maintain classic formats and general audience focus, whereas OTT services provide genre-defying and globally targeted content. As synergy and merging between these platforms continue to expand, audiences can expect a richer and enriched media landscape in the future.