Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are internet-based streaming platforms, with Netflix, Watcha, and domestic platforms being leading competitors. As audience preferences evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is creating unique content and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with broad audience reach while maintaining time-honored formats. In particular, they actively cast renowned leads to boost ratings and produce narratives that capture the interest of a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and brand trust, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing tactics distinct from network-based television. Firstly, they actively incorporate unconventional narratives and unique structures, prioritizing creative risk-taking and artistry over mass appeal. Secondly, they provide customized programming that aligns with niche preferences, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to grow their fanbase not only in their read more home country but also internationally. Through these methods, OTT platforms are redefining the market in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing broadcast content on digital platforms. This effort helps preserve the market presence of legacy networks while attracting new viewership. Meanwhile, the growth of new media services is changing consumer behavior towards more user-controlled content access.
Conversely, OTT services are also expanding their dominance by collaborating with terrestrial broadcasters. A leading global streaming giant has gained worldwide success with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of terrestrial broadcasters. This strategic alliance helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and OTT services are both competing and working together through their respective market tactics. network-produced content maintain classic formats and mass appeal, whereas OTT services provide genre-defying and cross-border content. As synergy and cooperation between these platforms continue to expand, audiences can expect a more diverse and elevated media landscape in the future.