Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As media consumption habits evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is creating unique content and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with widespread popularity while maintaining traditional storytelling methods. In particular, they actively cast star actors to boost ratings and produce dramas that appeal to a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and established reputation, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing approaches distinct from network-based television. Firstly, they actively embrace unconventional narratives and unique structures, prioritizing artistic direction and narrative depth over mass appeal. Secondly, they curate customized programming that aligns with individual tastes, targeting specialized demographics. Lastly, they focus on producing globally accessible media read more aimed at the expanding international scene, allowing them to attract subscribers not only within their region but also on a global scale. Through these methods, OTT services are redefining the market in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the streaming space, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing TV shows on digital platforms. This strategy helps sustain the relevance of established TV channels while attracting new viewership. Meanwhile, the rise of competing streaming networks is reshaping viewing habits towards more user-controlled content access.
Conversely, OTT services are also expanding their dominance by working alongside traditional TV networks. A leading global streaming giant has gained massive international recognition with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of Korean TV networks. This collaboration helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and finding common ground through their respective unique approaches. network-produced content maintain traditional genres and general audience focus, whereas digital platforms provide genre-defying and cross-border content. As strategic partnerships and cooperation between these platforms continue to develop, audiences can expect a more diverse and enriched content environment in the future.