Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As audience preferences evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is producing unique content and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with broad audience reach while maintaining classic narrative structures. In particular, they actively highlight star actors to increase viewer engagement and produce narratives that appeal to a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and brand trust, 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 mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing approaches distinct from network-based television. Firstly, they actively adopt emerging trends and unique structures, prioritizing originality and cinematic quality over broad popularity. Secondly, they provide tailored content that caters to specific interests, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to attract subscribers not only domestically but also internationally. here Through these approaches, OTT services are strengthening their competitiveness in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the OTT market, competition has escalated. For instance, KBS and MBC operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing broadcast content on internet-based distribution channels. This strategy helps preserve the market presence of established TV channels while expanding their digital reach. Meanwhile, the rise of alternative digital platforms is shifting audience preferences towards more flexible viewing options.
Conversely, streaming providers are also enhancing their competitiveness by partnering with terrestrial broadcasters. A leading global streaming giant has gained a global following with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of terrestrial broadcasters. This synergy 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 blur.
Ultimately, legacy TV series and OTT services are both rivaling each other and seeking collaboration through their respective unique approaches. Terrestrial dramas maintain classic formats and mass appeal, whereas digital platforms provide genre-defying 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.