Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are web-powered streaming platforms, with global streaming giants, Watcha, and Wavve being representative examples. As media consumption habits evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is creating original productions and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with broad audience reach while maintaining traditional storytelling methods. In particular, they actively feature celebrity performers to boost ratings and produce dramas that appeal to a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and brand trust, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing strategies distinct from legacy media. Firstly, they actively incorporate unconventional narratives and experimental formats, prioritizing creative risk-taking and narrative depth over mainstream success. Secondly, they provide personalized selections that aligns with specific interests, targeting niche audiences. Lastly, they focus on producing international releases aimed at the global market, allowing them to secure viewers not only domestically but also internationally. Through these strategies, OTT services are building industry dominance in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the streaming space, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing TV shows on internet-based distribution channels. This effort helps sustain the relevance of established TV channels while expanding their digital reach. Meanwhile, the emergence of new media services is changing consumer behavior towards more flexible viewing options.
Conversely, digital platforms are also solidifying their influence by partnering with traditional TV networks. A leading global streaming giant has gained massive international recognition with Hallyu series here like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This synergy helps both parties maximize their potential, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, legacy TV series and streaming platforms are both competing and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and mass appeal, whereas digital platforms provide experimental and internationally appealing content. As strategic partnerships and integration between these platforms continue to expand, audiences can expect a wider-ranging and enriched media landscape in the future.