Terrestrial broadcast series have long been established as mainstream TV shows, produced and more info broadcast through major network broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with global streaming giants, regional streaming services, and Wavve being leading competitors. As audience preferences evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is developing original productions and employing distinct 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 audience interest and produce narratives that appeal to a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and network legacy, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing strategies distinct from legacy media. Firstly, they actively embrace unconventional narratives and unique structures, prioritizing creative risk-taking and artistry over broad popularity. Secondly, they offer customized programming that aligns with individual tastes, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to attract subscribers not only in their home country but also across different cultures. Through these approaches, OTT platforms are building industry dominance in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the OTT market, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, distributing their existing produced series on online services. This effort helps maintain the influence of established TV channels while attracting new viewership. Meanwhile, the growth of new media services is shifting audience preferences towards more user-controlled content access.
Conversely, digital platforms are also solidifying their influence by working alongside legacy content producers. Netflix has gained massive international recognition with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of traditional industry leaders. This synergy helps both parties maximize their potential, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and working together through their respective market tactics. Terrestrial dramas maintain classic formats and general audience focus, whereas OTT services provide experimental and cross-border content. As strategic partnerships and merging between these platforms continue to develop, audiences can expect a more diverse and elevated entertainment experience in the future.