Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with Netflix, Watcha, and Wavve being representative examples. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is producing unique content and employing distinct strategies to maintain relevance.

Differentiation Strategies of Terrestrial Dramas

Terrestrial broadcast series focus on providing productions with widespread popularity while maintaining traditional storytelling methods. In particular, they actively cast renowned leads to increase viewer engagement and produce dramas that appeal to a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and established reputation, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to explore different channels to engage with network television through various distribution channels.

Differentiation Strategies of OTT Services

OTT services are expanding their influence by employing approaches distinct from network-based television. here Firstly, they actively incorporate new genres and unique structures, prioritizing originality and narrative depth over mass appeal. Secondly, they provide customized programming that caters to specific interests, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to secure viewers not only domestically but also across different cultures. Through these strategies, OTT services are building industry dominance in ways different from legacy channels.

Competition and Collaboration Between Platforms

As legacy media companies increasingly enter the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, making available their existing TV shows on online services. This initiative helps preserve the market presence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the growth of competing streaming networks is changing consumer behavior towards more flexible viewing options.

Conversely, streaming providers are also enhancing their competitiveness by collaborating with terrestrial broadcasters. Netflix has gained worldwide success with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of Korean TV networks. This strategic alliance helps both parties maximize their potential, fostering a more dynamic industry. 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 finding common ground through their respective differentiation strategies. network-produced content maintain traditional genres and general audience focus, whereas digital platforms provide bold and internationally appealing content. As collaboration and integration between these platforms continue to expand, audiences can expect a wider-ranging and elevated media landscape in the future.