Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are internet-based streaming platforms, with global streaming giants, Watcha, and domestic platforms being leading competitors. As audience preferences evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is creating unique content and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with widespread popularity while maintaining traditional storytelling methods. In particular, they actively highlight celebrity performers to attract audience interest and produce television series that resonate with a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and network legacy, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to find more ways to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively adopt unconventional narratives and unique structures, prioritizing creative risk-taking and artistry over mainstream success. Secondly, they offer personalized selections that caters to individual tastes, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to attract subscribers not only within their region but also across different cultures. Through these strategies, OTT services are building industry dominance in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the digital entertainment industry, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing TV shows on internet-based distribution channels. This initiative helps maintain the influence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the rise of new media services is changing consumer behavior towards more flexible viewing options.
Conversely, digital platforms are also solidifying their influence by collaborating with legacy content producers. Netflix has gained massive international recognition with K-content hits like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This strategic alliance helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the boundaries between more info network TV and streaming continue to blur.
Ultimately, legacy TV series and OTT services are both rivaling each other and finding common ground through their respective differentiation strategies. network-produced content maintain traditional genres and mass appeal, whereas OTT services provide experimental and cross-border content. As synergy and integration between these platforms continue to develop, audiences can expect a richer and enriched content environment in the future.