Terrestrial broadcast series have long been established as popular TV shows, produced and broadcast through traditional broadcasting stations. In contrast, online services are internet-based streaming platforms, with global streaming giants, Watcha, and Wavve being representative examples. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is creating exclusive releases and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining time-honored formats. In particular, they actively feature celebrity performers to attract audience interest and produce narratives that capture the interest of a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and established reputation, they continue to offer traditional stories, ensuring stable viewership ratings. This allows read more audiences to explore different channels to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing strategies distinct from legacy media. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they provide tailored content that aligns with niche preferences, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to secure viewers not only in their home country but also on a global scale. Through these approaches, OTT platforms are building industry dominance in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the OTT market, competition has become fierce. For instance, KBS and MBC operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing produced series on internet-based distribution channels. This strategy helps maintain the influence of legacy networks while expanding their digital reach. Meanwhile, the emergence of competing streaming networks is changing consumer behavior towards more user-controlled content access.
Conversely, streaming providers are also solidifying their influence by partnering with terrestrial broadcasters. Netflix has gained a global following with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This strategic alliance helps both parties leverage their advantages, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and seeking collaboration through their respective market tactics. network-produced content maintain established storytelling and general audience focus, whereas OTT services provide experimental and internationally appealing content. As collaboration and integration between these platforms continue to expand, audiences can expect a wider-ranging and enhanced entertainment experience in the future.