Terrestrial dramas have long been established as popular click here TV programs, produced and broadcast through major network broadcasting stations. In contrast, online services are web-powered streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As media consumption habits evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is creating original productions and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with broad audience reach while maintaining time-honored formats. In particular, they actively highlight star actors to boost ratings and produce television series that appeal to a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and network legacy, they continue to offer traditional stories, ensuring consistent success. This allows audiences to find more ways to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing strategies distinct from network-based television. Firstly, they actively adopt new genres and innovative storytelling, prioritizing artistic direction and narrative depth over broad popularity. Secondly, they provide tailored content that meets the needs of individual tastes, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the global market, allowing them to attract subscribers not only domestically but also internationally. Through these strategies, OTT services are strengthening their competitiveness in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the OTT market, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing broadcast content on online services. This effort helps maintain the influence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the emergence of new media services is shifting audience preferences towards more flexible viewing options.
Conversely, streaming providers are also enhancing their competitiveness by partnering with legacy content producers. Netflix has gained worldwide success with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of traditional industry leaders. This collaboration helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and seeking collaboration through their respective unique approaches. Terrestrial dramas maintain established storytelling and mass appeal, whereas OTT services provide genre-defying and cross-border content. As strategic partnerships and cooperation between these platforms continue to expand, audiences can expect a richer and enhanced media landscape in the future.