Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, Watcha, and domestic platforms being leading competitors. As audience preferences evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is producing original productions and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with widespread popularity while maintaining time-honored formats. In particular, they actively cast star actors to boost ratings and produce television series that capture the interest of a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and network legacy, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing approaches distinct from legacy media. Firstly, they actively embrace emerging trends and experimental formats, prioritizing originality and cinematic quality over mass appeal. Secondly, they curate tailored content that caters to specific interests, more info targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to grow their fanbase not only in their home country but also internationally. Through these methods, OTT services are redefining the market in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the digital entertainment industry, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing produced series on internet-based distribution channels. This strategy helps maintain the influence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the growth of new media services is changing consumer behavior towards more on-demand entertainment.
Conversely, digital platforms are also enhancing their competitiveness by collaborating with traditional TV networks. A leading global streaming giant has gained massive international recognition with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of traditional industry leaders. This strategic alliance helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, legacy TV series and OTT services are both fighting for dominance and working together through their respective market tactics. Terrestrial dramas maintain classic formats and broad accessibility, whereas digital platforms provide bold and globally targeted content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a wider-ranging and enriched media landscape in the future.