Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As media consumption habits evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is creating unique content and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with widespread popularity while maintaining traditional storytelling methods. In particular, they actively highlight renowned leads to increase viewer engagement and produce narratives that capture the interest of a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and network legacy, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively adopt unconventional narratives and unique structures, prioritizing originality and cinematic quality over mainstream success. Secondly, they offer tailored content that aligns with specific interests, targeting niche audiences. Lastly, they focus on 후후티비 producing multinational content aimed at the expanding international scene, allowing them to grow their fanbase not only within their region but also internationally. Through these methods, OTT platforms are redefining the market in ways different from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the digital entertainment industry, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, making available their existing produced series on internet-based distribution channels. This effort helps maintain the influence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the rise of alternative digital platforms is reshaping viewing habits towards more user-controlled content access.
Conversely, OTT services are also expanding their dominance by partnering with traditional TV networks. Netflix has gained massive international recognition with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This collaboration helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and finding common ground through their respective market tactics. network-produced content maintain established storytelling and broad accessibility, whereas digital platforms provide genre-defying and internationally appealing content. As collaboration and merging between these platforms continue to develop, audiences can expect a more diverse and enhanced media landscape in the future.