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 global streaming giants, regional streaming services, and Wavve being leading competitors. As audience preferences evolve, competition between get more info network-produced series and OTT services has heightened. Consequently, each platform is creating original productions and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with broad audience reach while maintaining time-honored formats. In particular, they actively cast renowned leads to increase viewer engagement and produce television series that appeal to a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and network legacy, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing strategies distinct from network-based television. Firstly, they actively adopt emerging trends and innovative storytelling, prioritizing originality and artistry over mass appeal. Secondly, they offer personalized selections that aligns with specific interests, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the global market, allowing them to grow their fanbase not only in their home country but also on a global scale. Through these methods, OTT services are strengthening their competitiveness in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the streaming space, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, providing their existing produced series on digital platforms. This strategy helps preserve the market presence of legacy networks while engaging modern audiences. Meanwhile, the emergence of new media services is reshaping viewing habits towards more on-demand entertainment.
Conversely, digital platforms are also expanding their dominance by partnering with legacy content producers. A leading global streaming giant has gained worldwide success with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This collaboration helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, terrestrial dramas and streaming platforms are both competing and seeking collaboration through their respective market tactics. Terrestrial dramas maintain traditional genres and general audience focus, whereas OTT services provide genre-defying and internationally appealing content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a more diverse and enriched content environment in the future.