Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is creating exclusive releases and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with high mass appeal while maintaining time-honored formats. In particular, they actively feature renowned leads to attract audience interest and produce narratives 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 offer traditional stories, ensuring consistent success. This allows audiences to explore different channels to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate emerging trends and innovative storytelling, prioritizing originality and cinematic quality over mainstream success. Secondly, they curate personalized selections that caters to niche preferences, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to attract subscribers not only domestically but also internationally. Through these methods, OTT services are redefining the market in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the streaming space, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing TV shows on digital platforms. This initiative helps maintain the influence of established TV channels click here while expanding their digital reach. Meanwhile, the emergence of new media services is shifting audience preferences towards more user-controlled content access.
Conversely, digital platforms are also expanding their dominance by collaborating with legacy content producers. Netflix has gained worldwide success with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. This synergy helps both parties maximize their potential, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and OTT services are both competing and seeking collaboration through their respective market tactics. network-produced content maintain traditional genres and general audience focus, whereas OTT services provide bold and internationally appealing content. As strategic partnerships and cooperation between these platforms continue to expand, audiences can expect a richer and elevated entertainment experience in the future.