Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through traditional broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is developing original productions and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with broad audience reach while maintaining traditional storytelling methods. In particular, they actively highlight renowned leads to boost ratings and produce dramas that capture the interest of a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their historical credibility and network legacy, they continue to offer traditional stories, ensuring consistent success. This allows audiences to have multiple options to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing approaches distinct from legacy media. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing creative risk-taking and cinematic quality over mainstream success. Secondly, they curate personalized selections that meets the needs of niche preferences, targeting niche audiences. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to grow their fanbase not only in their home country but also internationally. Through these strategies, OTT services are redefining the market in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the OTT market, competition has escalated. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, making available their existing broadcast content on online services. This strategy helps preserve the market presence of established TV channels while engaging modern audiences. Meanwhile, the emergence of competing streaming networks is reshaping viewing habits towards more user-controlled click here content access.
Conversely, streaming providers are also enhancing their competitiveness by collaborating with terrestrial broadcasters. A leading global streaming giant has gained massive international recognition with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This collaboration helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and working together through their respective market tactics. Terrestrial dramas maintain classic formats and mass appeal, whereas OTT services provide experimental and internationally appealing content. As strategic partnerships and merging between these platforms continue to expand, audiences can expect a wider-ranging and elevated content environment in the future.