Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is developing original productions and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining classic narrative structures. In particular, they actively highlight celebrity performers to increase viewer engagement and produce television series that capture the interest of a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their historical credibility and network legacy, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing approaches distinct from network-based television. Firstly, they actively adopt emerging trends and experimental formats, prioritizing artistic direction and artistry over mass appeal. Secondly, they offer customized programming that caters to specific interests, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to secure viewers not only in their home country but also on a global scale. Through these strategies, OTT platforms are redefining the market in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the streaming space, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'wavve', respectively, providing their existing TV shows on internet-based distribution channels. This strategy helps sustain the relevance of established TV channels while engaging modern audiences. Meanwhile, the rise of new media services is reshaping viewing habits towards more flexible viewing options.
Conversely, streaming providers are also expanding their dominance by partnering with terrestrial broadcasters. A leading global streaming giant has gained massive international recognition with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of terrestrial broadcasters. This collaboration helps both parties maximize their potential, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and OTT services get more info are both rivaling each other and working together through their respective differentiation strategies. network-produced content maintain established storytelling and mass appeal, whereas OTT services provide experimental and internationally appealing content. As synergy and cooperation between these platforms continue to develop, audiences can expect a richer and enriched content environment in the future.