Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are internet-based 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 developing exclusive releases and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with broad audience reach while maintaining classic narrative structures. In particular, they actively highlight celebrity performers to increase viewer engagement and produce television series that capture the interest of a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and brand trust, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to find more ways to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively adopt unconventional narratives and experimental formats, prioritizing originality and narrative depth over broad popularity. Secondly, they curate tailored content that caters to individual tastes, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the global market, allowing them to secure viewers not only domestically but also internationally. Through these methods, OTT platforms are redefining the market in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the OTT market, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing TV shows on online services. This effort helps preserve the market presence of legacy networks while expanding their digital reach. Meanwhile, the emergence of competing streaming networks is reshaping viewing habits towards more on-demand entertainment.
Conversely, OTT services are also expanding their dominance by working alongside legacy content producers. Netflix has gained massive international recognition with Hallyu series like the breakout survival thriller and more info 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This collaboration helps both parties maximize their potential, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and working together through their respective unique approaches. network-produced content maintain established storytelling and general audience focus, whereas digital platforms provide experimental and cross-border content. As strategic partnerships and cooperation between these platforms continue to develop, audiences can expect a richer and enriched entertainment experience in the future.