Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with Netflix, Watcha, and domestic platforms being leading competitors. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is developing exclusive releases and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with high mass appeal while maintaining time-honored formats. In particular, they actively cast renowned leads to attract audience interest and produce narratives that capture the interest of a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and brand trust, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to find more ways to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing strategies distinct from legacy media. Firstly, they actively embrace emerging trends and unique structures, prioritizing originality and cinematic quality over mainstream success. Secondly, they offer customized programming that caters to specific interests, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to attract subscribers not only domestically but also on a global scale. Through these approaches, OTT services are redefining the market in ways different from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, providing their existing TV shows on digital platforms. This initiative helps sustain the relevance of traditional broadcasting platforms while attracting new viewership. Meanwhile, the emergence of new media services is changing consumer behavior towards 후후티비 새주소 more user-controlled content access.
Conversely, OTT services are also expanding their dominance by working alongside terrestrial broadcasters. Netflix has gained massive international recognition with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This strategic alliance helps both parties maximize their potential, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, legacy TV series and OTT services are both fighting for dominance and seeking collaboration through their respective market tactics. network-produced content maintain classic formats and general audience focus, whereas OTT services provide genre-defying and globally targeted content. As strategic partnerships and cooperation between these platforms continue to grow, audiences can expect a more diverse and enriched content environment in the future.