Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, Watcha, and domestic platforms being leading competitors. As audience preferences evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is producing unique content and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining time-honored formats. In particular, they actively feature celebrity performers to attract audience interest and produce narratives that capture the interest of a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and network legacy, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to find more ways to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing creative risk-taking and narrative depth over mainstream success. Secondly, they offer customized programming that caters to individual tastes, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the global market, allowing them to secure viewers not only within their region but also across different cultures. Through these approaches, OTT platforms are redefining the market in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the digital entertainment industry, competition has escalated. For instance, KBS and MBC operate their own streaming click here platforms, 'KBSon' and 'MBC Digital', respectively, providing their existing TV shows on internet-based distribution channels. This initiative helps maintain the influence of established TV channels while expanding their digital reach. Meanwhile, the growth of alternative digital platforms is changing consumer behavior towards more on-demand entertainment.
Conversely, streaming providers are also solidifying their influence by working alongside traditional TV networks. Netflix has gained worldwide success with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of traditional industry leaders. This strategic alliance helps both parties maximize their potential, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, terrestrial dramas and streaming platforms are both competing and working together through their respective differentiation strategies. Terrestrial dramas maintain classic formats and mass appeal, whereas digital platforms provide experimental and globally targeted content. As collaboration and cooperation between these platforms continue to expand, audiences can expect a wider-ranging and elevated content environment in the future.