Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are internet-based streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As media consumption habits evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is creating exclusive releases and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with high mass appeal while maintaining classic narrative structures. In particular, they actively feature renowned leads to attract audience interest and produce television series that resonate with a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and established reputation, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to have multiple options to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing tactics distinct from legacy media. Firstly, they actively embrace new genres and unique structures, prioritizing artistic direction and cinematic quality over broad popularity. Secondly, they provide customized programming that meets the needs of individual tastes, targeting unique fan bases. 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 methods, OTT platforms are redefining the market in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the OTT market, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing TV shows on internet-based distribution channels. This initiative helps preserve the market presence of established TV channels while attracting new viewership. Meanwhile, the rise of alternative digital platforms is reshaping viewing habits towards more user-controlled content access.
Conversely, digital platforms are also solidifying their influence by working alongside traditional TV networks. Netflix has gained a global following with K-content hits like the breakout survival thriller and the 후후티비 대체 supernatural dystopian sensation, leveraging the storytelling expertise of terrestrial broadcasters. This strategic alliance helps both parties leverage their advantages, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, legacy TV series and OTT services are both competing and finding common ground through their respective unique approaches. Terrestrial dramas maintain established storytelling and mass appeal, whereas OTT services provide bold and internationally appealing content. As strategic partnerships and merging between these platforms continue to develop, audiences can expect a richer and enriched entertainment experience in the future.