Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As media consumption habits evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is creating unique content and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining traditional storytelling methods. In particular, they actively cast renowned leads to attract more info audience interest and produce dramas that resonate with a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and network legacy, they continue to offer traditional stories, ensuring consistent success. This allows audiences to have multiple options to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing tactics distinct from legacy media. Firstly, they actively adopt emerging trends and experimental formats, prioritizing creative risk-taking and artistry over broad popularity. Secondly, they provide customized programming that meets the needs of niche preferences, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to secure viewers not only domestically but also internationally. Through these strategies, OTT platforms are strengthening their competitiveness in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the digital entertainment industry, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing produced series on internet-based distribution channels. This effort helps sustain the relevance of traditional broadcasting platforms while attracting new viewership. Meanwhile, the growth of competing streaming networks is reshaping viewing habits towards more flexible viewing options.
Conversely, streaming providers are also expanding their dominance by partnering with terrestrial broadcasters. Netflix has gained worldwide success with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of terrestrial broadcasters. This synergy helps both parties maximize their potential, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, legacy TV series and OTT services are both rivaling each other and seeking collaboration through their respective market tactics. network-produced content maintain established storytelling and broad accessibility, whereas digital platforms provide genre-defying and internationally appealing content. As synergy and cooperation between these platforms continue to develop, audiences can expect a richer and elevated content environment in the future.