Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, Watcha, and Wavve being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is producing exclusive releases and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with broad audience reach while maintaining time-honored formats. In particular, they actively cast celebrity performers to boost ratings and produce dramas that appeal to a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and network legacy, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing strategies distinct from network-based television. Firstly, they actively incorporate new genres and innovative storytelling, prioritizing creative risk-taking and cinematic quality over mainstream success. Secondly, they curate personalized selections that meets the needs of individual tastes, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to attract subscribers not only within their region but also across different cultures. Through these methods, OTT platforms are redefining the market in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has intensified. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and more info 'MBC Digital', respectively, making available their existing broadcast content on online services. This effort helps maintain the influence of established TV channels while attracting new viewership. Meanwhile, the growth of competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, digital platforms are also expanding their dominance by working alongside traditional TV networks. Netflix has gained worldwide success with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of Korean TV networks. This strategic alliance helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and seeking collaboration through their respective unique approaches. Terrestrial dramas maintain established storytelling and broad accessibility, whereas OTT services provide genre-defying and cross-border content. As collaboration and cooperation between these platforms continue to develop, audiences can expect a wider-ranging and enhanced media landscape in the future.