Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is developing exclusive releases and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining traditional storytelling methods. In particular, they actively highlight celebrity performers to boost ratings and produce narratives that appeal to a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and brand trust, they here continue to offer traditional stories, ensuring consistent success. This allows audiences to have multiple options to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing tactics distinct from legacy media. Firstly, they actively adopt emerging trends and unique structures, prioritizing creative risk-taking and narrative depth over broad popularity. Secondly, they curate personalized selections that aligns with specific interests, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to secure viewers not only within their region but also internationally. Through these strategies, OTT platforms are redefining the market in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the streaming space, competition has intensified. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing produced series on digital platforms. This effort helps maintain the influence of legacy networks while expanding their digital reach. Meanwhile, the rise of new media services is changing consumer behavior towards more user-controlled content access.
Conversely, digital platforms are also enhancing their competitiveness by partnering with traditional TV networks. Netflix has gained worldwide success with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This strategic alliance helps both parties maximize their potential, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and seeking collaboration through their respective unique approaches. network-produced content maintain established storytelling and general audience focus, whereas OTT services provide genre-defying and cross-border content. As collaboration and integration between these platforms continue to develop, audiences can expect a richer and enhanced entertainment experience in the future.