Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through traditional broadcasting stations. In contrast, online services are web-powered streaming platforms, with global streaming giants, Watcha, and Wavve being representative examples. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is producing original productions and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with widespread popularity while maintaining classic narrative structures. In particular, they actively cast celebrity performers to increase viewer engagement and produce television series that capture the interest of a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and brand trust, they continue to offer traditional stories, ensuring stable viewership ratings. 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 tactics distinct from network-based television. Firstly, they actively adopt unconventional narratives and innovative storytelling, prioritizing creative risk-taking and narrative depth over mass appeal. Secondly, they offer customized programming that aligns with specific interests, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to grow their fanbase not only in their home country but also internationally. Through these strategies, OTT services are redefining the market in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the streaming space, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing broadcast content on internet-based distribution channels. This initiative helps preserve the market presence of established TV channels while attracting new viewership. Meanwhile, the rise of competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, streaming providers are also solidifying their influence by working alongside traditional 후후티비 대체 TV networks. Netflix has gained massive international recognition with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of traditional industry leaders. This collaboration helps both parties maximize their potential, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, legacy TV series and streaming platforms are both competing and seeking collaboration through their respective differentiation strategies. 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 grow, audiences can expect a wider-ranging and elevated content environment in the future.