Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, Watcha, and domestic platforms being leading competitors. As viewing trends evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is developing original productions and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining classic narrative structures. In particular, they actively highlight celebrity performers to boost ratings and produce television series that appeal to a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and brand trust, they continue to offer traditional stories, ensuring consistent success. This allows audiences to explore different channels to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate unconventional narratives and experimental formats, prioritizing creative risk-taking and cinematic quality over mainstream success. Secondly, they curate customized programming that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the global market, allowing them to grow their fanbase not only in their home country but also across different cultures. Through these strategies, OTT services are building industry dominance in ways different from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the streaming space, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, distributing their existing broadcast content on internet-based distribution channels. This strategy helps maintain the influence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the rise of new media services is changing consumer behavior towards more on-demand entertainment.
Conversely, digital platforms are also expanding their dominance by working alongside terrestrial broadcasters. A leading global streaming giant has gained massive international recognition with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of traditional industry leaders. This synergy helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms more info continue to fade.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain classic formats and broad accessibility, whereas OTT services provide experimental and internationally appealing content. As strategic partnerships and cooperation between these platforms continue to expand, audiences can expect a more diverse and enriched media landscape in the future.