Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, Watcha, and domestic platforms being leading competitors. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is developing unique content and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining classic narrative structures. In particular, they actively cast star actors to increase viewer engagement and produce television series that appeal to a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and brand trust, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with long-standing check here formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively embrace unconventional narratives and unique structures, prioritizing artistic direction and artistry over mass appeal. Secondly, they curate personalized selections that aligns with niche preferences, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to attract subscribers not only domestically but also on a global scale. Through these strategies, OTT services are strengthening their competitiveness in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing produced series on online services. This strategy helps maintain the influence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the growth of alternative digital platforms is shifting audience preferences towards more user-controlled content access.
Conversely, digital platforms are also expanding their dominance by collaborating with legacy content producers. Netflix has gained worldwide success with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This strategic alliance helps both parties maximize their potential, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and OTT services are both competing and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and mass appeal, whereas digital platforms provide experimental and globally targeted content. As synergy and cooperation between these platforms continue to grow, audiences can expect a more diverse and enhanced content environment in the future.