Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through major network get more info broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with global streaming giants, Watcha, and Wavve being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is developing unique content and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining time-honored formats. In particular, they actively feature star actors to attract audience interest and produce narratives that appeal to a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and brand trust, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing approaches distinct from network-based television. Firstly, they actively adopt unconventional narratives and experimental formats, prioritizing originality and cinematic quality over mass appeal. Secondly, they provide customized programming that aligns with niche preferences, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to attract subscribers not only domestically but also on a global scale. Through these strategies, OTT platforms are building industry dominance in ways different from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the digital entertainment industry, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, making available their existing TV shows on online services. This initiative helps sustain the relevance of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the growth of competing streaming networks is reshaping viewing habits towards more flexible viewing options.
Conversely, OTT services are also expanding their dominance by working alongside legacy content producers. Netflix has gained worldwide success with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of traditional industry leaders. This strategic alliance helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and working together through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and broad accessibility, whereas digital platforms provide experimental and cross-border content. As synergy and merging between these platforms continue to grow, audiences can expect a richer and enhanced content environment in the future.