Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As viewing trends evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is producing exclusive releases and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with broad audience reach while maintaining traditional storytelling methods. In particular, they actively cast celebrity performers to attract audience interest and produce television series that capture the interest of a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and established reputation, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to find more ways to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing tactics distinct from network-based television. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing originality and narrative depth over broad popularity. Secondly, they offer personalized selections that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing international releases aimed at the global market, allowing them to grow their fanbase not only domestically but also internationally. Through these strategies, OTT platforms are redefining the market in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the OTT market, competition has escalated. For instance, KBS and MBC operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing TV shows on online services. This initiative helps maintain the influence of legacy networks while engaging modern audiences. Meanwhile, the growth of new media services is shifting audience preferences towards more flexible viewing options.
Conversely, OTT services are also solidifying their influence by partnering with traditional TV networks. A leading global streaming giant has gained worldwide success 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 lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and working together through their respective unique approaches. network-produced content maintain website classic formats and broad accessibility, whereas OTT services provide experimental and cross-border content. As strategic partnerships and integration between these platforms continue to develop, audiences can expect a more diverse and elevated entertainment experience in the future.
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