Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, regional streaming services, and Wavve being leading competitors. As audience preferences evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is producing unique content and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with high mass appeal while maintaining traditional storytelling methods. In particular, they website actively highlight celebrity performers to increase viewer engagement and produce dramas that capture the interest of a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and network legacy, they continue to present familiar content, ensuring consistent success. This allows audiences to explore different channels to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing approaches distinct from legacy media. Firstly, they actively embrace new genres and experimental formats, prioritizing artistic direction and narrative depth over mass appeal. Secondly, they provide customized programming that aligns with specific interests, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to secure viewers not only domestically but also across different cultures. Through these methods, OTT services are strengthening their competitiveness in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the OTT market, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, making available their existing broadcast content on internet-based distribution channels. This strategy helps preserve the market presence of legacy networks while attracting new viewership. Meanwhile, the growth of alternative digital platforms is changing consumer behavior towards more on-demand entertainment.
Conversely, streaming providers are also enhancing their competitiveness by collaborating with legacy content producers. A leading global streaming giant has gained massive international recognition with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This collaboration helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to blur.
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 digital platforms provide experimental and globally targeted content. As strategic partnerships and integration between these platforms continue to develop, audiences can expect a more diverse and enriched entertainment experience in the future.