Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with Netflix, Watcha, and Wavve being representative examples. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is developing original productions and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with widespread popularity while maintaining time-honored formats. In particular, they actively feature renowned leads to boost ratings and produce narratives that capture the interest of a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and network legacy, they continue to present familiar content, ensuring reliable audience numbers. 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 market by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively adopt unconventional narratives and experimental formats, prioritizing artistic direction and artistry over mainstream success. Secondly, they provide personalized selections that caters to individual tastes, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to secure viewers not only in their home country but also internationally. Through these approaches, OTT platforms are strengthening their competitiveness in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the streaming space, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, making available their read more existing produced series on internet-based distribution channels. This initiative helps sustain the relevance of established TV channels while engaging modern audiences. Meanwhile, the rise of competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, OTT services are also enhancing their competitiveness by working alongside terrestrial broadcasters. Netflix has gained worldwide success with K-content hits like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of Korean TV networks. This synergy helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, legacy TV series and OTT services are both fighting for dominance and seeking collaboration through their respective market tactics. network-produced content maintain classic formats and general audience focus, whereas OTT services provide bold and globally targeted content. As strategic partnerships and cooperation between these platforms continue to grow, audiences can expect a wider-ranging and enhanced content environment in the future.