Terrestrial dramas have long been established as popular TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, here each platform is creating exclusive releases and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with widespread popularity while maintaining classic narrative structures. In particular, they actively highlight renowned leads to attract audience interest and produce television series that appeal to a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and network legacy, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to find more ways to engage with traditional content 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 embrace new genres and unique structures, prioritizing creative risk-taking and narrative depth over mass appeal. Secondly, they curate personalized selections that aligns with niche preferences, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to grow their fanbase not only within their region but also on a global scale. Through these approaches, OTT platforms are redefining the market in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the streaming space, competition has become fierce. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, distributing 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 emergence of alternative digital platforms is reshaping viewing habits towards more on-demand entertainment.
Conversely, digital platforms are also enhancing their competitiveness by working alongside traditional TV networks. Netflix has gained worldwide success with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. This strategic alliance helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, legacy TV series and OTT services are both competing and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and mass appeal, whereas digital platforms provide experimental and globally targeted content. As synergy and merging between these platforms continue to grow, audiences can expect a richer and enriched content environment in the future.