Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, Watcha, and Wavve being representative examples. As audience preferences evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is developing unique content and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with broad audience reach while maintaining classic narrative structures. In particular, they actively feature renowned leads to boost ratings and produce narratives that capture the interest of a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and network legacy, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with network television through various platforms.
Differentiation Strategies website of OTT Services
OTT platforms are expanding their subscriber base by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate emerging trends and unique structures, prioritizing originality and artistry over broad popularity. Secondly, they offer personalized selections that caters to 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 in their home country but also across different cultures. Through these strategies, OTT platforms are strengthening their competitiveness in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the OTT market, competition has intensified. For instance, one of Korea’s leading networks 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 maintain the influence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the emergence of alternative digital platforms is shifting audience preferences towards more user-controlled content access.
Conversely, OTT services are also solidifying their influence by collaborating with traditional TV networks. Netflix has gained worldwide success with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This strategic alliance 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, legacy TV series and streaming platforms are both fighting for dominance and working together through their respective unique approaches. network-produced content maintain traditional genres and general audience focus, whereas OTT services provide genre-defying and internationally appealing content. As strategic partnerships and cooperation between these platforms continue to expand, audiences can expect a wider-ranging and elevated content environment in the future.