Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is developing unique read more content and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with high mass appeal while maintaining time-honored formats. In particular, they actively highlight celebrity performers to attract audience interest and produce television series that appeal to a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and network legacy, they continue to offer traditional stories, ensuring consistent success. This allows audiences to have multiple options to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing tactics distinct from legacy media. Firstly, they actively incorporate unconventional narratives and unique structures, prioritizing originality and narrative depth over broad popularity. Secondly, they provide tailored content that meets the needs of individual tastes, targeting niche audiences. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to attract subscribers not only domestically but also across different cultures. Through these strategies, OTT services are building industry dominance in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the OTT market, competition has become fierce. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'wavve', respectively, making available their existing broadcast content on internet-based distribution channels. This strategy helps maintain the influence of legacy networks while attracting new viewership. Meanwhile, the growth of competing streaming networks is changing consumer behavior towards more flexible viewing options.
Conversely, OTT services are also enhancing their competitiveness by collaborating with legacy content producers. Netflix has gained massive international recognition with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This collaboration helps both parties maximize their potential, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, legacy TV series and OTT services are both competing and seeking collaboration through their respective differentiation strategies. network-produced content maintain classic formats and mass appeal, whereas OTT services provide experimental and cross-border content. As collaboration and integration between these platforms continue to develop, audiences can expect a more diverse and enriched media landscape in the future.