Terrestrial dramas have long been established as widely recognized TV shows, 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 representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is creating unique content and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining time-honored formats. In particular, they actively highlight celebrity performers to boost ratings and produce television series that resonate with a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and brand trust, they continue to offer traditional stories, ensuring consistent success. This allows audiences to explore different channels to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing approaches distinct from network-based television. Firstly, they actively embrace unconventional narratives and innovative storytelling, prioritizing originality and artistry over mass appeal. Secondly, they offer personalized selections that meets the needs of individual tastes, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to secure viewers not 후후티비2 only in their home country but also across different cultures. Through these methods, OTT services are strengthening their competitiveness in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks 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, 'KBSon' and 'MBC Digital', respectively, making available their existing TV shows on digital platforms. This initiative helps preserve the market presence of established TV channels while attracting new viewership. Meanwhile, the growth of competing streaming networks is changing consumer behavior towards more user-controlled content access.
Conversely, digital platforms are also expanding their dominance by working alongside traditional TV networks. Netflix has gained massive international recognition with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of traditional industry leaders. This strategic alliance 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, legacy TV series and OTT services are both fighting for dominance and finding common ground through their respective differentiation strategies. network-produced content maintain established storytelling and general audience focus, whereas OTT services provide experimental and internationally appealing content. As collaboration and integration between these platforms continue to grow, audiences can expect a more diverse and elevated entertainment experience in the future.