Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As viewing trends evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is producing unique content and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with high mass appeal 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 read more decades of industry presence and brand trust, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing tactics distinct from legacy media. Firstly, they actively embrace unconventional narratives and innovative storytelling, prioritizing originality and narrative depth over mainstream success. Secondly, they provide customized programming that meets the needs of specific interests, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to attract subscribers not only within their region but also internationally. Through these methods, OTT services are strengthening their competitiveness in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the streaming space, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, providing their existing TV shows on internet-based distribution channels. This strategy helps maintain the influence of legacy networks while attracting new viewership. Meanwhile, the rise of competing streaming networks is reshaping viewing habits towards more user-controlled content access.
Conversely, digital platforms are also solidifying their influence by collaborating with traditional TV networks. Netflix has gained worldwide success with K-content hits like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This synergy helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and working together through their respective differentiation strategies. network-produced content maintain classic formats and mass appeal, whereas digital platforms provide genre-defying and cross-border content. As strategic partnerships and integration between these platforms continue to develop, audiences can expect a richer and enriched media landscape in the future.