Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with global streaming giants, Watcha, and Wavve being leading competitors. As media consumption habits evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is creating exclusive releases and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with broad audience reach while read more maintaining traditional storytelling methods. In particular, they actively cast renowned leads to boost ratings and produce dramas that appeal to a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and brand trust, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate new genres and experimental formats, prioritizing originality and narrative depth over broad popularity. Secondly, they offer personalized selections that caters to niche preferences, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to secure viewers not only within their region but also on a global scale. Through these strategies, OTT services are redefining the market in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter 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 'wavve', respectively, providing their existing TV shows on online services. This strategy helps sustain the relevance of legacy networks while engaging modern audiences. Meanwhile, the emergence of alternative digital platforms is shifting audience preferences towards more user-controlled content access.
Conversely, digital platforms are also expanding their dominance by collaborating with terrestrial broadcasters. Netflix has gained worldwide success with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. 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 OTT services are both competing and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and mass appeal, whereas digital platforms provide experimental and internationally appealing content. As collaboration and merging between these platforms continue to grow, audiences can expect a richer and enhanced content environment in the future.