Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with global streaming giants, Watcha, and Wavve being representative examples. As viewing trends evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is producing exclusive releases and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining classic narrative structures. In particular, they actively cast star actors to increase viewer engagement and produce dramas that resonate with a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and established reputation, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT providers are more info expanding their market by employing tactics distinct from network-based television. Firstly, they actively incorporate unconventional narratives and innovative storytelling, prioritizing artistic direction and narrative depth over broad popularity. Secondly, they offer customized programming that caters to individual tastes, targeting niche audiences. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to grow their fanbase not only within their region but also on a global scale. Through these approaches, OTT platforms are redefining the market in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the streaming space, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, distributing their existing broadcast content on internet-based distribution channels. This strategy helps preserve the market presence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the emergence of competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, streaming providers are also enhancing their competitiveness by partnering with terrestrial broadcasters. Netflix has gained worldwide success with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. This strategic alliance helps both parties maximize their potential, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain classic formats and broad accessibility, whereas OTT services provide bold and cross-border content. As strategic partnerships and cooperation between these platforms continue to develop, audiences can expect a more diverse and elevated entertainment experience in the future.