Terrestrial dramas have long been established as popular TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As viewing trends evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is developing exclusive releases and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with broad audience reach while maintaining classic narrative structures. In particular, they actively cast renowned leads to boost ratings and produce narratives that appeal to a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and brand trust, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to find more ways to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing strategies distinct from legacy media. Firstly, they actively incorporate new genres and innovative storytelling, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they offer tailored content that aligns with specific interests, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to secure viewers not only within their region but also on a global scale. Through these strategies, OTT platforms are building industry dominance in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the digital entertainment industry, competition has escalated. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'wavve', respectively, making available their existing TV check here shows on digital platforms. This strategy helps preserve the market presence of established TV channels while engaging modern audiences. Meanwhile, the rise of competing streaming networks is shifting audience preferences towards more on-demand entertainment.
Conversely, OTT services are also solidifying their influence by partnering with traditional TV networks. Netflix has gained massive international recognition with K-content hits like 'Squid Game' 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 fade.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and broad accessibility, whereas digital platforms provide experimental and cross-border content. As synergy and merging between these platforms continue to develop, audiences can expect a richer and enhanced content environment in the future.