Terrestrial broadcast series have long been established as popular TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As audience preferences evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is creating unique content and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with broad audience reach while maintaining classic narrative structures. In particular, they actively cast star actors to increase viewer engagement and produce television series that capture the interest of a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and network legacy, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively embrace new genres and innovative storytelling, prioritizing originality and artistry over mainstream success. Secondly, they provide personalized selections that meets the needs of niche preferences, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the global market, allowing them to grow their fanbase not only within their region but also across different cultures. Through these methods, OTT platforms are strengthening their competitiveness in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the streaming space, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'wavve', respectively, making available their existing broadcast content on online services. This initiative helps preserve the market presence of established TV channels while attracting new viewership. Meanwhile, the emergence of alternative digital platforms is reshaping viewing habits towards more user-controlled content access.
Conversely, OTT services are also expanding their dominance by partnering with more info traditional TV networks. Netflix has gained worldwide success with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. This collaboration helps both parties maximize their potential, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and working together through their respective unique approaches. network-produced content maintain classic formats and general audience focus, whereas OTT services provide genre-defying and globally targeted content. As synergy and integration between these platforms continue to develop, audiences can expect a wider-ranging and enriched entertainment experience in the future.