Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, Watcha, and Wavve being representative examples. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is creating unique content and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with broad audience reach while maintaining time-honored formats. In particular, they actively highlight star actors to increase viewer engagement and produce dramas that resonate with a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and brand trust, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing strategies distinct from network-based television. Firstly, they actively incorporate unconventional narratives and experimental formats, prioritizing originality and artistry over broad popularity. Secondly, they curate customized programming that meets the needs of individual tastes, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to attract subscribers not only within their region but also on a global scale. Through these methods, OTT platforms are strengthening their competitiveness in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the digital entertainment industry, competition has escalated. For instance, KBS and MBC operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing broadcast content on online services. This strategy helps more info sustain the relevance of established TV channels while engaging modern audiences. Meanwhile, the growth of new media services is shifting audience preferences towards more on-demand entertainment.
Conversely, OTT services are also expanding their dominance by partnering with traditional TV networks. A leading global streaming giant has gained worldwide success with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This synergy 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 fighting for dominance and finding common ground through their respective unique approaches. Terrestrial dramas maintain traditional genres and mass appeal, whereas digital platforms provide experimental and globally targeted content. As synergy and merging between these platforms continue to develop, audiences can expect a wider-ranging and enriched content environment in the future.