Terrestrial dramas have long been established as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. click here As media consumption habits evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is developing unique content and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with widespread popularity while maintaining traditional storytelling methods. In particular, they actively cast celebrity performers to attract audience interest 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 established reputation, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate unconventional narratives and experimental formats, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they curate customized programming that caters to niche preferences, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the global market, allowing them to attract subscribers not only domestically but also across different cultures. Through these strategies, OTT services are strengthening their competitiveness in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the streaming space, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing produced series on internet-based distribution channels. This initiative helps preserve the market presence of legacy networks while attracting new viewership. Meanwhile, the growth of alternative digital platforms is changing consumer behavior towards more user-controlled content access.
Conversely, OTT services are also enhancing their competitiveness by collaborating with legacy content producers. Netflix has gained a global following with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This collaboration helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and seeking collaboration through their respective unique approaches. Terrestrial dramas maintain established storytelling and mass appeal, whereas digital platforms provide bold and internationally appealing content. As synergy and merging between these platforms continue to expand, audiences can expect a more diverse and enhanced media landscape in the future.