Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with Netflix, 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 stories with widespread popularity while maintaining classic narrative structures. In particular, they actively highlight renowned leads to attract audience interest and produce narratives that resonate with a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and brand trust, they continue to offer traditional stories, ensuring consistent success. This allows audiences to explore different channels to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing approaches distinct from network-based television. Firstly, they actively incorporate unconventional narratives and innovative storytelling, prioritizing originality and artistry over broad popularity. Secondly, they curate customized programming that aligns with individual tastes, targeting niche audiences. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to attract subscribers not only in their home country but also across different cultures. Through these methods, OTT services are strengthening their competitiveness in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the digital entertainment industry, competition has intensified. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing produced series on online services. This effort helps maintain the influence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the growth of new media services is reshaping viewing habits towards more user-controlled content access.
Conversely, OTT services are also expanding their dominance by collaborating with legacy content producers. Netflix has gained massive international recognition with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of terrestrial broadcasters. This collaboration helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and seeking collaboration through their respective unique approaches. Terrestrial dramas maintain classic formats and general audience focus, whereas digital platforms provide bold and internationally appealing content. As synergy and integration between these platforms continue to grow, audiences can expect a richer and elevated entertainment experience in the future. click here