Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through traditional broadcasting stations. In contrast, online services are web-powered streaming platforms, with Netflix, regional streaming services, and Wavve being leading competitors. As viewing trends evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is creating original productions and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with broad audience reach while maintaining classic narrative structures. In particular, they actively highlight renowned leads to boost ratings and produce television series that appeal to a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and network legacy, they continue to offer traditional stories, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats 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 adopt unconventional narratives and experimental formats, prioritizing creative risk-taking and artistry over broad popularity. Secondly, they curate personalized selections that meets the needs of individual tastes, targeting niche audiences. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to attract subscribers not only within their region but also on a global scale. Through these strategies, OTT platforms are redefining the market in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the streaming space, competition has become fierce. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing produced series on digital platforms. This initiative helps maintain the influence of established TV channels while attracting new viewership. Meanwhile, the rise of competing streaming networks is shifting audience preferences towards more on-demand entertainment.
Conversely, streaming providers are also solidifying their influence by partnering with traditional TV networks. A leading global streaming giant has gained massive international recognition with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of terrestrial broadcasters. This strategic alliance helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and finding common ground through their respective unique website approaches. Terrestrial dramas maintain established storytelling and general audience focus, whereas OTT services provide genre-defying and internationally appealing content. As collaboration and cooperation between these platforms continue to develop, audiences can expect a wider-ranging and enriched entertainment experience in the future.