Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are web-powered streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As viewing trends evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is producing original productions and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with high mass appeal while maintaining traditional storytelling methods. In particular, they actively feature celebrity performers to increase viewer engagement and produce narratives that capture the interest of a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and brand trust, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing approaches distinct from legacy media. Firstly, they actively adopt new genres and experimental formats, prioritizing creative risk-taking and narrative depth over mainstream success. Secondly, they curate tailored content that meets the needs of niche preferences, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to secure viewers not only domestically but also across different cultures. Through these approaches, OTT services are building industry dominance in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the OTT market, competition has become fierce. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing broadcast content on online services. This strategy helps sustain the relevance of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the rise of competing streaming networks is reshaping viewing habits towards more more info user-controlled content access.
Conversely, digital platforms are also expanding their dominance by working alongside legacy content producers. Netflix has gained a global following with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of Korean TV networks. This collaboration helps both parties maximize their potential, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and seeking collaboration through their respective market tactics. Terrestrial dramas maintain established storytelling and general audience focus, whereas OTT services provide experimental and internationally appealing content. As synergy and merging between these platforms continue to expand, audiences can expect a richer and enhanced content environment in the future.