Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, Watcha, and Wavve being leading competitors. As viewing trends evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is developing unique content and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with broad audience reach while maintaining classic narrative structures. In particular, they actively feature renowned leads to increase viewer engagement and produce television series that resonate with a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and established reputation, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to find more ways to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing strategies distinct from legacy media. Firstly, they actively incorporate unconventional narratives and experimental formats, prioritizing originality and cinematic quality over broad popularity. Secondly, they curate tailored content that caters to individual tastes, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to attract subscribers not only domestically but also on a global scale. Through these strategies, OTT services are redefining the market in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the digital entertainment industry, competition has intensified. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'wavve', respectively, providing their existing produced series on internet-based distribution channels. This effort helps maintain the influence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the emergence of alternative digital platforms is shifting audience preferences towards more on-demand entertainment.
Conversely, digital platforms are also expanding their dominance by partnering with legacy content producers. A leading global streaming giant has gained worldwide success with Hallyu series like 'Squid 후후티비 새주소 Game' and 'Hellbound', leveraging the drama production capabilities of Korean TV networks. This collaboration helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and seeking collaboration through their respective unique approaches. Terrestrial dramas maintain classic formats and broad accessibility, whereas digital platforms provide genre-defying and globally targeted content. As collaboration and cooperation between these platforms continue to develop, audiences can expect a wider-ranging and enriched entertainment experience in the future.