Terrestrial dramas have long been established as popular TV shows, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with Netflix, regional streaming services, and Wavve being leading competitors. As viewing trends evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is creating exclusive releases and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with high mass appeal while maintaining classic narrative structures. In particular, they actively cast star actors to attract audience interest and produce dramas that capture the interest of a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and brand trust, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to find more ways to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing approaches distinct from legacy media. Firstly, they actively embrace unconventional narratives and experimental formats, prioritizing artistic direction and narrative depth over broad popularity. Secondly, they offer tailored content that caters to individual tastes, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the global market, allowing them to secure viewers not only domestically but also across different cultures. Through these approaches, OTT platforms are strengthening their competitiveness in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing produced series on internet-based distribution channels. This effort helps preserve the market presence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the rise of alternative digital platforms is reshaping viewing habits towards more user-controlled content access.
Conversely, digital platforms are also expanding their dominance by working alongside traditional TV networks. A leading global streaming giant has gained massive international recognition with K-content hits like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This collaboration helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and working together through their respective differentiation strategies. network-produced content maintain traditional genres and broad accessibility, whereas OTT services provide bold and cross-border content. As synergy and cooperation between these platforms continue to develop, audiences can expect a richer and elevated entertainment experience in read more the future.