Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with global streaming giants, Watcha, and Wavve being representative examples. As audience preferences evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is producing unique content and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining time-honored formats. In particular, they actively cast star actors to attract audience interest and produce television series that appeal to a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and established reputation, they continue to offer traditional stories, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing approaches distinct from network-based television. Firstly, they actively adopt new genres and unique structures, prioritizing artistic direction and cinematic quality over mainstream success. Secondly, they curate personalized selections that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to grow their fanbase not only within their region but also across different cultures. Through these methods, OTT services are building industry dominance in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the OTT market, competition has become fierce. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'wavve', respectively, distributing their existing TV shows on online services. This effort helps sustain the relevance of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the rise of new media get more info services is shifting audience preferences towards more flexible viewing options.
Conversely, digital platforms are also solidifying their influence by working alongside legacy content producers. A leading global streaming giant has gained a global following with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of terrestrial broadcasters. This strategic alliance helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and finding common ground through their respective differentiation strategies. network-produced content maintain established storytelling and broad accessibility, whereas digital platforms provide genre-defying and internationally appealing content. As strategic partnerships and integration between these platforms continue to expand, audiences can expect a wider-ranging and enhanced entertainment experience in the future.