Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative 후후티비 examples. As audience preferences evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is producing unique content and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with broad audience reach while maintaining classic narrative structures. In particular, they actively highlight celebrity performers to attract audience interest and produce narratives that appeal to a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their historical credibility and established reputation, they continue to present familiar content, ensuring consistent success. This allows audiences to explore different channels to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing strategies distinct from network-based television. Firstly, they actively embrace new genres and experimental formats, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they offer personalized selections that aligns with specific interests, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to attract subscribers not only in their home country but also internationally. Through these approaches, OTT services are building industry dominance in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the OTT market, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, making available their existing TV shows on digital platforms. This initiative helps preserve the market presence of established TV channels while engaging modern audiences. Meanwhile, the growth of alternative digital platforms is shifting audience preferences towards more on-demand entertainment.
Conversely, streaming providers are also solidifying their influence by partnering with legacy content producers. Netflix has gained worldwide success with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of traditional industry leaders. This collaboration helps both parties leverage their advantages, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and seeking collaboration through their respective unique approaches. network-produced content maintain traditional genres and general audience focus, whereas OTT services provide genre-defying and globally targeted content. As collaboration and integration between these platforms continue to develop, audiences can expect a wider-ranging and enhanced media landscape in the future.