Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is developing unique content and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with widespread popularity while maintaining traditional storytelling methods. In particular, they actively highlight renowned leads to boost ratings and produce narratives that capture the interest of a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their historical credibility and brand trust, they continue to present familiar content, ensuring consistent success. This allows audiences to have multiple options to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing strategies distinct from legacy media. Firstly, they actively incorporate unconventional narratives and experimental formats, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they curate tailored content that meets the needs of niche preferences, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to attract subscribers not only in their home country but also on a global scale. Through these strategies, OTT platforms are strengthening their competitiveness in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the OTT market, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing produced series on digital platforms. This initiative helps preserve the market presence of legacy networks while engaging modern audiences. Meanwhile, the rise of new media services is reshaping viewing habits towards more on-demand entertainment.
Conversely, digital platforms are also enhancing their competitiveness by collaborating with traditional TV networks. Netflix has gained massive international recognition with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This strategic alliance helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain classic formats and general audience focus, whereas OTT services provide bold and internationally appealing content. As synergy and merging between 후후티비 새주소 these platforms continue to develop, audiences can expect a wider-ranging and elevated media landscape in the future.