Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through traditional broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between terrestrial dramas and OTT services has become fierce. website Consequently, each platform is producing original productions and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with widespread popularity while maintaining time-honored formats. In particular, they actively highlight celebrity performers to increase viewer engagement and produce narratives that capture the interest of a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and brand trust, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively embrace new genres and innovative storytelling, prioritizing originality and artistry over broad popularity. Secondly, they offer customized programming that meets the needs of specific interests, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to secure viewers not only within their region but also internationally. Through these strategies, OTT services are strengthening their competitiveness in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the streaming space, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing produced series on internet-based distribution channels. This initiative helps maintain the influence of legacy networks while engaging modern audiences. Meanwhile, the emergence of new media services is shifting audience preferences towards more flexible viewing options.
Conversely, OTT services are also solidifying their influence by partnering with terrestrial broadcasters. A leading global streaming giant has gained worldwide success with K-content hits like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of Korean TV networks. This strategic alliance helps both parties maximize their potential, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and seeking collaboration through their respective unique approaches. network-produced content maintain established storytelling and broad accessibility, whereas digital platforms provide genre-defying and globally targeted content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a more diverse and enriched entertainment experience in the future.