Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, 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 developing original productions and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining time-honored formats. In particular, they actively cast star actors to increase viewer engagement and produce narratives that appeal to a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and brand trust, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively adopt new genres and experimental formats, prioritizing originality and artistry over broad popularity. Secondly, they curate tailored content that aligns with niche preferences, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to grow their fanbase not only in their home country but also internationally. Through these approaches, OTT platforms are strengthening their competitiveness in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the OTT market, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing produced series on internet-based distribution channels. This effort helps maintain the influence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the growth of new media services is shifting audience preferences towards more on-demand entertainment.
Conversely, streaming providers are also expanding their dominance by partnering with legacy content producers. Netflix has gained a global following with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This check here strategic alliance helps both parties leverage their advantages, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, terrestrial dramas and streaming platforms are both competing and working together through their respective market tactics. network-produced content maintain traditional genres and mass appeal, whereas OTT services provide experimental and internationally appealing content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a richer and elevated content environment in the future.