Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, Watcha, and domestic platforms being leading competitors. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is developing original productions and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with widespread popularity while maintaining classic narrative structures. In particular, they actively cast star actors to boost ratings and produce narratives that resonate with a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and established reputation, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to find more ways to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively adopt emerging trends and experimental formats, prioritizing artistic direction and cinematic quality over broad popularity. Secondly, they curate tailored content that caters to niche preferences, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to secure viewers not only domestically but also on a global scale. Through these methods, OTT platforms are strengthening their competitiveness in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the streaming space, competition has escalated. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'wavve', respectively, making available their existing TV shows on internet-based distribution channels. This effort helps sustain the relevance of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the rise of competing streaming networks is changing consumer behavior towards more user-controlled content access.
Conversely, digital platforms are also enhancing their competitiveness by collaborating with traditional TV networks. Netflix has gained a global following with K-content hits like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This strategic alliance helps both parties maximize their potential, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both competing and finding common ground 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 synergy and cooperation between these platforms continue to grow, audiences can expect click here a wider-ranging and elevated entertainment experience in the future.