Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As viewing trends evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is producing unique content and employing differentiated strategies to stay ahead.
Differentiation click here Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with broad audience reach while maintaining classic narrative structures. In particular, they actively feature celebrity performers to increase viewer engagement and produce narratives that capture the interest of a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and brand trust, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively embrace unconventional narratives and experimental formats, prioritizing artistic direction and artistry over mainstream success. Secondly, they offer personalized selections that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the global market, allowing them to attract subscribers not only within their region but also internationally. Through these approaches, OTT services are building industry dominance in ways different from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the digital entertainment industry, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, making available their existing produced series on online services. This effort helps sustain the relevance of established TV channels while attracting new viewership. Meanwhile, the emergence of alternative digital platforms is changing consumer behavior towards more user-controlled content access.
Conversely, OTT services are also solidifying their influence by working alongside legacy content producers. A leading global streaming giant has gained massive international recognition with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of Korean TV networks. This collaboration helps both parties maximize their potential, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both competing and seeking collaboration through their respective market tactics. Terrestrial dramas maintain established storytelling and mass appeal, whereas digital platforms provide experimental and cross-border content. As strategic partnerships and merging between these platforms continue to grow, audiences can expect a more diverse and enriched media landscape in the future.