Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, Watcha, and Wavve being representative examples. As viewing trends evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is creating unique content and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining classic narrative structures. In particular, they actively feature celebrity performers to boost ratings and produce dramas that appeal to a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and brand trust, they continue to present familiar content, ensuring consistent success. This allows audiences to explore different channels to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing strategies distinct from legacy media. Firstly, they actively incorporate unconventional narratives and innovative storytelling, prioritizing originality and cinematic quality 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 expanding international scene, allowing them to secure viewers not only in their home country but also across different cultures. Through these strategies, OTT services are redefining the market in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the streaming space, competition has intensified. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, distributing their existing produced series on online services. This strategy helps maintain the influence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the emergence of competing streaming networks is changing consumer behavior towards more on-demand entertainment.
Conversely, streaming providers are also expanding their dominance by collaborating with traditional TV networks. Netflix has gained a global following with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of traditional industry leaders. This synergy helps both parties complement each other’s strengths, fostering a more dynamic website industry. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and general audience focus, whereas digital platforms provide genre-defying and internationally appealing content. As collaboration and integration between these platforms continue to grow, audiences can expect a wider-ranging and enhanced entertainment experience in the future.