Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As viewing trends evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is developing unique content and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with high mass appeal while maintaining time-honored formats. In particular, they actively cast renowned leads to attract audience interest and produce dramas that appeal to a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and brand trust, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing tactics distinct from legacy media. Firstly, they actively embrace unconventional narratives and experimental formats, prioritizing creative risk-taking and narrative depth over mainstream success. Secondly, they offer customized programming that aligns with niche preferences, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to secure viewers not only within their region but also across different cultures. Through these methods, OTT services are strengthening their competitiveness in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the OTT market, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing produced series on online services. This effort helps maintain the influence of established TV channels while engaging modern audiences. Meanwhile, the growth of new media services is reshaping viewing habits towards more user-controlled content access.
Conversely, streaming providers are also expanding their dominance by partnering with traditional TV networks. Netflix has gained worldwide success with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This collaboration helps both parties complement each other’s strengths, 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 finding common ground through their respective market tactics. network-produced content maintain established storytelling and general audience focus, whereas digital platforms provide bold and internationally appealing content. As collaboration and merging between these platforms continue read more to expand, audiences can expect a richer and elevated content environment in the future.