Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through traditional broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, Watcha, and domestic platforms being leading competitors. As audience preferences evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is producing exclusive releases and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with broad audience reach while maintaining time-honored formats. In particular, they actively feature celebrity performers to boost ratings and produce television series that appeal to a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and network legacy, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing tactics distinct from network-based television. Firstly, they actively embrace unconventional narratives and experimental formats, prioritizing artistic direction and narrative depth over broad popularity. Secondly, they offer tailored content that caters to individual tastes, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to secure viewers not only domestically but also across different cultures. Through these approaches, OTT services are building industry dominance in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the streaming space, competition has intensified. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'wavve', respectively, making available their existing broadcast content on digital platforms. This initiative helps maintain the influence of established TV channels while expanding their digital reach. Meanwhile, the emergence of new media services is shifting audience preferences towards more user-controlled content access.
Conversely, digital platforms are also expanding their dominance by working alongside legacy content producers. A leading global streaming giant has gained worldwide success with K-content hits like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of Korean TV networks. This collaboration helps both parties leverage their advantages, fostering a richer content environment. 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 traditional genres and broad accessibility, whereas digital platforms provide experimental and internationally appealing content. As synergy and integration between these platforms continue to grow, audiences can expect a richer website and enriched media landscape in the future.