Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As audience preferences evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is creating exclusive releases and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining time-honored formats. In particular, they actively feature celebrity performers to boost ratings and produce narratives that capture the interest of a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and network legacy, they continue to offer traditional stories, ensuring stable viewership ratings. This allows get more info audiences to have multiple options to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate new genres and unique structures, prioritizing artistic direction and artistry over mainstream success. Secondly, they curate customized programming that meets the needs of specific interests, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to secure viewers not only domestically but also across different cultures. Through these strategies, OTT platforms are strengthening their competitiveness in ways unlike legacy channels.
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 'MBC Digital', respectively, providing their existing produced series on digital platforms. This strategy helps maintain the influence of legacy networks while engaging modern audiences. Meanwhile, the rise of alternative digital platforms is shifting audience preferences towards more user-controlled content access.
Conversely, digital platforms are also enhancing their competitiveness by collaborating with terrestrial broadcasters. A leading global streaming giant has gained massive international recognition with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This collaboration helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and OTT services are both competing and working together through their respective differentiation strategies. network-produced content maintain established storytelling and general audience focus, whereas digital platforms provide bold and internationally appealing content. As collaboration and merging between these platforms continue to grow, audiences can expect a richer and elevated media landscape in the future.