Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are internet-based streaming platforms, with global streaming giants, Watcha, and Wavve being representative examples. As media consumption habits evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is producing exclusive releases and employing differentiated 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 highlight star actors to increase viewer engagement and produce television series that resonate with a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and established reputation, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to explore different channels to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing tactics distinct from legacy media. Firstly, they actively incorporate emerging trends and innovative storytelling, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they curate tailored content that meets the needs of niche preferences, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to attract subscribers not only in their home country but also internationally. Through these strategies, OTT platforms are strengthening their competitiveness in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the OTT market, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing TV shows on online services. This strategy helps sustain the relevance of legacy networks while expanding their digital reach. Meanwhile, the growth of alternative digital platforms is changing consumer behavior towards more flexible viewing options.
Conversely, digital platforms are also expanding their dominance by working alongside more info traditional TV networks. A leading global streaming giant has gained massive international recognition with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of Korean TV networks. This collaboration helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both competing and finding common ground through their respective differentiation strategies. network-produced content maintain established storytelling and broad accessibility, whereas OTT services provide experimental and cross-border content. As strategic partnerships and integration between these platforms continue to grow, audiences can expect a wider-ranging and enhanced content environment in the future.