Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through major network broadcasting stations. In contrast, streaming services are web-powered 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 heightened. Consequently, each platform is developing unique content and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with broad audience reach while maintaining classic narrative structures. In particular, they actively feature renowned leads to attract audience interest and produce dramas that capture the interest of a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and network legacy, get more info they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing tactics distinct from legacy media. Firstly, they actively incorporate unconventional narratives and unique structures, prioritizing artistic direction and narrative depth over broad popularity. Secondly, they offer customized programming that meets the needs of individual tastes, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the global market, allowing them to secure viewers not only in their home country but also across different cultures. Through these strategies, OTT platforms are redefining the market in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the OTT market, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing produced series on internet-based distribution channels. This initiative helps sustain the relevance of traditional broadcasting platforms while attracting new viewership. Meanwhile, the growth of new media services is reshaping viewing habits towards more flexible viewing options.
Conversely, digital platforms are also solidifying their influence by partnering with traditional TV networks. A leading global streaming giant has gained massive international recognition with K-content hits like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of Korean TV networks. This synergy helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and seeking collaboration through their respective market tactics. Terrestrial dramas maintain traditional genres and broad accessibility, whereas OTT services provide bold and internationally appealing content. As synergy and merging between these platforms continue to expand, audiences can expect a richer and elevated entertainment experience in the future.