Terrestrial broadcast series 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, Watcha, and Wavve being leading competitors. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is producing original productions and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining traditional storytelling methods. In particular, they actively cast celebrity performers to boost ratings and produce television series that capture the interest of a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their historical credibility and network 후후티비 우회 legacy, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to find more ways to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate new genres and innovative storytelling, prioritizing originality and narrative depth over broad popularity. Secondly, they offer customized programming that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to secure viewers not only in their home country but also internationally. Through these methods, OTT platforms are redefining the market in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the OTT market, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing TV shows on online services. This effort helps preserve the market presence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the growth of new media services is changing consumer behavior towards more flexible viewing options.
Conversely, streaming providers are also enhancing their competitiveness by working alongside terrestrial broadcasters. Netflix has gained a global following with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This synergy helps both parties maximize their potential, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, legacy TV series and OTT services are both fighting for dominance and working together through their respective differentiation strategies. Terrestrial dramas maintain classic formats and general audience focus, whereas digital platforms provide bold and globally targeted content. As collaboration and merging between these platforms continue to develop, audiences can expect a more diverse and elevated media landscape in the future.