Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with global streaming giants, Watcha, and domestic platforms 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 broadcast series focus on providing productions with high mass appeal while maintaining time-honored formats. In particular, they actively feature celebrity performers to increase viewer engagement and produce television series that capture the interest of a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their historical credibility and established reputation, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to explore different channels to engage here with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing tactics distinct from legacy media. Firstly, they actively embrace emerging trends and experimental formats, prioritizing creative risk-taking and narrative depth over mainstream success. Secondly, they curate tailored content that aligns with individual tastes, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to grow their fanbase not only domestically but also on a global scale. Through these approaches, OTT services are redefining the market in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the streaming space, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBSon' and 'wavve', respectively, making available their existing produced series on online services. This initiative helps preserve the market presence of established TV channels while engaging modern audiences. Meanwhile, the emergence of alternative digital platforms is shifting audience preferences towards more flexible viewing options.
Conversely, OTT services are also expanding their dominance by collaborating with traditional TV networks. Netflix has gained massive international recognition with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of terrestrial broadcasters. This collaboration helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and finding common ground through their respective differentiation strategies. network-produced content maintain traditional genres and mass appeal, whereas digital platforms provide bold and internationally appealing content. As synergy and cooperation between these platforms continue to expand, audiences can expect a more diverse and elevated media landscape in the future.