Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are internet-based streaming platforms, with Netflix, Watcha, and domestic platforms 후후티비 being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is developing original productions and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining classic narrative structures. In particular, they actively feature star actors to boost ratings and produce narratives that resonate with a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and established reputation, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing approaches distinct from legacy media. Firstly, they actively incorporate emerging trends and experimental formats, prioritizing originality and artistry over mass appeal. Secondly, they curate personalized selections that meets the needs of niche preferences, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to attract subscribers not only domestically but also on a global scale. Through these strategies, OTT services are building industry dominance in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the OTT market, competition has intensified. 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 produced series on online services. This initiative helps preserve the market presence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the emergence of new media services is reshaping viewing habits towards more on-demand entertainment.
Conversely, OTT services are also enhancing their competitiveness by partnering with traditional TV networks. Netflix has gained a global following with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of terrestrial broadcasters. This synergy helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and seeking collaboration through their respective unique approaches. network-produced content maintain traditional genres and general audience focus, whereas digital platforms provide genre-defying and cross-border content. As collaboration and merging between these platforms continue to develop, audiences can expect a wider-ranging and enhanced entertainment experience in the future.