Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, online services are digitally distributed 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 heightened. Consequently, each platform is producing exclusive releases and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with widespread popularity while maintaining time-honored formats. In particular, they actively highlight celebrity performers to increase viewer engagement and produce television series that capture the interest of a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and network legacy, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing strategies distinct from network-based television. Firstly, they actively embrace unconventional narratives and innovative storytelling, prioritizing artistic direction and narrative depth over mainstream success. Secondly, they offer personalized selections that caters to individual tastes, targeting niche audiences. Lastly, they focus on producing international releases aimed at the global market, allowing them to attract subscribers not only within their region but also on a global scale. Through these methods, OTT platforms are strengthening their competitiveness in ways distinct 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 a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing TV shows on online services. This initiative helps maintain the influence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the rise of competing streaming networks is shifting audience preferences towards more on-demand entertainment.
Conversely, OTT services are also solidifying their influence by collaborating with terrestrial broadcasters. Netflix has gained worldwide success with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of Korean TV networks. This synergy helps both parties maximize check here their potential, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and OTT services are both competing and working together through their respective unique approaches. Terrestrial dramas maintain established storytelling and general audience focus, whereas OTT services provide experimental and globally targeted content. As synergy and integration between these platforms continue to expand, audiences can expect a more diverse and enhanced media landscape in the future.