Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are web-powered streaming platforms, with global streaming giants, regional streaming services, and Wavve being leading competitors. As media consumption habits evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is producing unique content and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with high mass appeal while maintaining time-honored formats. In particular, they actively feature celebrity performers to boost ratings and produce dramas that capture the interest of a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and established reputation, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to find more ways to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing tactics distinct from network-based television. Firstly, they actively embrace unconventional narratives and experimental formats, prioritizing creative risk-taking and narrative depth over broad check here popularity. Secondly, they provide customized programming that aligns with niche preferences, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to attract subscribers not only domestically but also across different cultures. Through these strategies, OTT services are building industry dominance in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the OTT market, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing broadcast content on internet-based distribution channels. This initiative helps sustain the relevance of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the growth of new media services is reshaping viewing habits towards more on-demand entertainment.
Conversely, digital platforms are also solidifying their influence by working alongside traditional TV networks. Netflix has gained a global following with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This strategic alliance helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and mass appeal, whereas OTT services provide bold and cross-border content. As synergy and cooperation between these platforms continue to grow, audiences can expect a more diverse and enhanced media landscape in the future.