Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are internet-based streaming platforms, with Netflix, Watcha, and domestic platforms being leading competitors. As media consumption habits evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is developing original productions and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining classic narrative structures. In particular, they actively cast renowned leads to increase viewer engagement and produce television series that resonate with a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and brand trust, they continue to present familiar content, ensuring consistent success. This allows audiences to explore different channels to engage with traditional content read more through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing approaches distinct from legacy media. Firstly, they actively adopt unconventional narratives and innovative storytelling, prioritizing artistic direction and artistry over broad popularity. Secondly, they offer personalized selections that caters to specific interests, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to attract subscribers not only domestically but also across different cultures. Through these approaches, OTT platforms are building industry dominance in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the streaming space, competition has escalated. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, making available their existing broadcast content on internet-based distribution channels. This strategy helps maintain the influence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the growth of alternative digital platforms is shifting audience preferences towards more on-demand entertainment.
Conversely, OTT services are also enhancing their competitiveness by collaborating with terrestrial broadcasters. A leading global streaming giant has gained worldwide success with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of traditional industry leaders. This strategic alliance helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, terrestrial dramas and streaming platforms are both competing and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain classic formats and general audience focus, whereas OTT services provide genre-defying and cross-border content. As strategic partnerships and cooperation between these platforms continue to grow, audiences can expect a more diverse and elevated content environment in the future.