Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is creating unique content and employing adaptive strategies to stay ahead.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing productions with high mass appeal while maintaining classic narrative structures. In particular, they actively cast celebrity performers to increase viewer engagement and produce narratives that resonate with a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and established reputation, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with traditional content 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 adopt new genres and experimental formats, prioritizing artistic direction and narrative depth over broad popularity. Secondly, they offer customized programming that caters to niche preferences, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to secure viewers not only within their region but also internationally. Through these methods, OTT platforms are building industry dominance in ways unlike legacy channels.

Competition and Collaboration Between Platforms

As major TV networks increasingly expand into the digital entertainment industry, competition has escalated. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing produced series on digital platforms. This initiative helps maintain the influence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the growth of alternative digital platforms is shifting audience preferences towards more on-demand entertainment.

Conversely, digital platforms are also solidifying their influence by partnering with traditional TV networks. Netflix has gained a global following with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This collaboration helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to fade.

Ultimately, legacy TV series and streaming platforms are both rivaling each other and seeking collaboration through their respective unique approaches. network-produced content maintain traditional genres and broad accessibility, whereas OTT services provide experimental and cross-border content. As synergy and integration between these platforms continue to develop, read more audiences can expect a more diverse and enhanced entertainment experience in the future.