Terrestrial dramas have long been established as popular TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, Watcha, and Wavve being leading competitors. As viewing trends evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is producing original productions and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with broad audience reach while maintaining traditional storytelling methods. In particular, they actively cast renowned leads to increase viewer engagement and produce dramas that appeal to a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and network legacy, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively adopt new genres and experimental formats, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they curate customized programming that caters to individual tastes, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to grow their fanbase not only within their region but also across different cultures. Through these strategies, OTT services are building industry dominance in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the OTT market, competition has intensified. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing produced series on digital platforms. This strategy helps preserve the market presence of legacy networks while expanding their digital reach. Meanwhile, the emergence of competing streaming networks is changing consumer behavior towards more flexible viewing options.
Conversely, OTT services are also solidifying their influence by partnering with traditional TV networks. Netflix has gained a global following with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of Korean TV networks. This collaboration helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, legacy TV series and streaming platforms are both read more fighting for dominance and working together through their respective market tactics. Terrestrial dramas maintain traditional genres and general audience focus, whereas OTT services provide genre-defying and cross-border content. As strategic partnerships and merging between these platforms continue to develop, audiences can expect a wider-ranging and enhanced media landscape in the future.