Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is creating unique content and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with high mass appeal while maintaining classic narrative structures. In particular, they actively highlight celebrity performers to boost ratings and produce television series that resonate with a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and brand trust, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with traditional content through get more info various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing tactics distinct from network-based television. Firstly, they actively adopt new genres and innovative storytelling, prioritizing originality and narrative depth over broad popularity. Secondly, they curate customized programming that aligns with specific interests, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to attract subscribers not only within their region but also on a global scale. Through these strategies, OTT platforms are building industry dominance in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the streaming space, competition has become fierce. For instance, KBS and MBC operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing broadcast content on online services. This effort helps sustain the relevance of established TV channels while engaging modern audiences. Meanwhile, the emergence of competing streaming networks is changing consumer behavior towards more flexible viewing options.
Conversely, streaming providers are also solidifying their influence by partnering with terrestrial broadcasters. Netflix has gained massive international recognition with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of Korean TV networks. This synergy helps both parties maximize their potential, fostering a richer content environment. 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 market tactics. Terrestrial dramas maintain classic formats and general audience focus, whereas OTT services provide genre-defying and globally targeted content. As collaboration and integration between these platforms continue to develop, audiences can expect a richer and elevated content environment in the future.