Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is producing unique content and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with widespread popularity while maintaining classic narrative structures. In particular, they actively cast celebrity performers to boost ratings and produce television series that appeal to a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and established reputation, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively embrace new genres and experimental formats, prioritizing creative risk-taking and artistry over broad popularity. Secondly, they offer personalized selections that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to grow their fanbase not only in their home country but also internationally. Through these strategies, OTT services are building industry dominance in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the digital entertainment industry, competition has escalated. For instance, one of Korea’s leading networks check here and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, providing their existing broadcast content on digital platforms. This initiative helps maintain the influence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the growth of alternative digital platforms is shifting audience preferences towards more on-demand entertainment.
Conversely, OTT services are also solidifying their influence by collaborating with terrestrial broadcasters. A leading global streaming giant has gained worldwide success with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of Korean TV networks. This synergy helps both parties maximize their potential, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, legacy TV series and OTT services are both fighting for dominance and working together through their respective differentiation strategies. Terrestrial dramas 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 wider-ranging and enriched entertainment experience in the future.