Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As audience preferences evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is creating unique content and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining time-honored formats. In particular, they actively highlight renowned leads to attract audience interest and produce narratives that resonate with a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and network legacy, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing tactics distinct from legacy media. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing originality and narrative depth over broad popularity. Secondly, they provide customized programming that meets the needs of individual tastes, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to grow their fanbase not only domestically but also internationally. Through these strategies, OTT services are strengthening their competitiveness in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the streaming space, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing broadcast content on internet-based distribution channels. This initiative helps sustain the get more info relevance of established TV channels while engaging modern audiences. Meanwhile, the emergence of new media services is reshaping viewing habits towards more on-demand entertainment.
Conversely, digital platforms are also solidifying their influence by collaborating with traditional TV networks. A leading global streaming giant has gained massive international recognition with K-content hits like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This collaboration 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 rivaling each other and finding common ground through their respective unique approaches. Terrestrial dramas maintain established storytelling and mass appeal, whereas digital platforms provide experimental and internationally appealing content. As synergy and integration between these platforms continue to grow, audiences can expect a wider-ranging and elevated content environment in the future.