Terrestrial broadcast series have long been established as popular TV programs, produced and get more info broadcast through major network broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with Netflix, 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 developing original productions and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with broad audience reach while maintaining time-honored formats. In particular, they actively feature star actors to boost ratings and produce dramas that appeal to a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and established reputation, they continue to offer traditional stories, ensuring consistent success. This allows audiences to find more ways to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing strategies distinct from network-based television. Firstly, they actively adopt unconventional narratives and unique structures, prioritizing artistic direction and narrative depth over mainstream success. Secondly, they curate personalized selections that caters to individual tastes, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to grow their fanbase not only in their home country but also internationally. 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 streaming platforms, 'KBSon' and 'MBC Digital', respectively, providing their existing broadcast content on online services. This strategy helps maintain the influence of established TV channels while expanding their digital reach. Meanwhile, the rise of new media services is changing consumer behavior towards more on-demand entertainment.
Conversely, digital platforms are also expanding their dominance by partnering with legacy content producers. Netflix has gained a global following with K-content hits like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This synergy helps both parties maximize their potential, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both competing and finding common ground through their respective unique approaches. Terrestrial dramas maintain traditional genres and general audience focus, whereas OTT services provide genre-defying and globally targeted content. As collaboration and cooperation between these platforms continue to expand, audiences can expect a more diverse and enhanced entertainment experience in the future.