Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is creating original productions and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with broad audience reach while maintaining time-honored formats. In particular, they actively cast renowned leads to boost ratings and produce television series that appeal to a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and network legacy, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing strategies distinct from legacy media. Firstly, they actively incorporate new genres and innovative storytelling, prioritizing creative risk-taking and cinematic quality over broad popularity. Secondly, they curate customized programming that meets the needs of individual tastes, targeting niche audiences. Lastly, they focus on producing international 후후티비 대체 releases aimed at the global market, allowing them to secure viewers not only in their home country but also across different cultures. Through these strategies, OTT services are redefining the market in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the streaming space, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing TV shows on online services. This effort helps preserve the market presence of legacy networks while expanding their digital reach. Meanwhile, the growth of competing streaming networks is reshaping viewing habits towards more on-demand entertainment.
Conversely, digital platforms are also solidifying their influence by working alongside terrestrial broadcasters. A leading global streaming giant has gained a global following with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This synergy helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and finding common ground through their respective market tactics. Terrestrial dramas 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 more diverse and enriched entertainment experience in the future.