Terrestrial broadcast series 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 media consumption habits click here evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is developing original productions and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with widespread popularity while maintaining traditional storytelling methods. In particular, they actively highlight celebrity performers 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 decades of industry presence and network legacy, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to find more ways to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing approaches distinct from network-based television. Firstly, they actively incorporate new genres and unique structures, prioritizing artistic direction and cinematic quality over mainstream success. Secondly, they offer personalized selections that aligns with individual tastes, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to secure viewers not only in their home country but also on a global scale. Through these methods, OTT platforms are strengthening their competitiveness in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has become fierce. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'wavve', respectively, providing their existing TV shows on internet-based distribution channels. This effort helps sustain the relevance of established TV channels while expanding their digital reach. Meanwhile, the growth of new media services is shifting audience preferences 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 a global following with K-content hits like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of Korean TV networks. This collaboration helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both competing and working together through their respective differentiation strategies. Terrestrial dramas maintain classic formats and mass appeal, whereas digital platforms provide genre-defying and internationally appealing content. As synergy and merging between these platforms continue to grow, audiences can expect a more diverse and enhanced content environment in the future.