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 web-powered streaming platforms, get more info with Netflix, regional streaming services, and Wavve being leading competitors. As viewing trends evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is creating unique content and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with widespread popularity while maintaining traditional storytelling methods. In particular, they actively feature renowned leads to attract audience interest and produce narratives that resonate with a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and established reputation, they continue to present familiar content, ensuring consistent success. 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 subscriber base by employing tactics distinct from network-based television. Firstly, they actively incorporate emerging trends and unique structures, prioritizing artistic direction and narrative depth over mainstream success. Secondly, they curate customized programming that caters to individual tastes, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the global market, allowing them to secure viewers not only domestically but also across different cultures. Through these methods, OTT services are redefining the market in ways different from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, making available their existing broadcast content on digital platforms. This strategy helps preserve the market presence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the growth of competing streaming networks is reshaping viewing habits towards more on-demand entertainment.
Conversely, streaming providers are also enhancing their competitiveness by partnering with legacy content producers. Netflix has gained massive international recognition with K-content hits like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This strategic alliance helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and working together through their respective market tactics. network-produced content maintain traditional genres and general audience focus, whereas OTT services provide genre-defying and globally targeted content. As strategic partnerships and merging between these platforms continue to grow, audiences can expect a richer and enriched media landscape in the future.