Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As viewing trends evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is creating unique content and employing distinct strategies to stay more info ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with broad audience reach while maintaining time-honored formats. In particular, they actively highlight renowned leads to attract audience interest and produce narratives that capture the interest of a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and brand trust, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing tactics distinct from network-based television. Firstly, they actively adopt emerging trends and innovative storytelling, prioritizing artistic direction and narrative depth over broad popularity. Secondly, they offer customized programming that meets the needs of individual tastes, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to secure viewers not only in their home country but also across different cultures. Through these approaches, OTT platforms are redefining the market in ways different from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the OTT market, competition has escalated. For instance, KBS and MBC operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing broadcast content on internet-based distribution channels. This effort helps maintain the influence of legacy networks while attracting new viewership. Meanwhile, the rise of new media services is changing consumer behavior towards more on-demand entertainment.
Conversely, OTT services are also solidifying their influence by partnering with traditional TV networks. A leading global streaming giant has gained a global following with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of traditional industry leaders. This collaboration helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both competing and seeking collaboration through their respective unique approaches. network-produced content maintain classic formats and mass appeal, whereas digital platforms provide bold and globally targeted content. As collaboration and cooperation between these platforms continue to develop, audiences can expect a wider-ranging and elevated content environment in the future.