Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is producing original productions and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with broad audience reach while maintaining classic narrative structures. In particular, they actively highlight celebrity performers to boost ratings and produce dramas that appeal to a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and established reputation, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing strategies distinct from legacy media. Firstly, they actively adopt emerging trends and unique structures, prioritizing originality and cinematic quality over mass appeal. Secondly, they provide tailored content that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing international releases aimed at the global market, allowing them to grow their fanbase not only domestically but also internationally. Through these approaches, OTT platforms are strengthening their competitiveness more info in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the OTT market, competition has become fierce. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, distributing their existing broadcast content on internet-based distribution channels. This strategy helps maintain the influence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the emergence of new media services is changing consumer behavior towards more on-demand entertainment.
Conversely, streaming providers are also expanding their dominance by collaborating with terrestrial broadcasters. Netflix has gained a global following with Korean dramas like 'Squid Game' 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 distinction between traditional and modern media continue to blur.
Ultimately, legacy TV series and OTT services are both rivaling each other and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and broad accessibility, whereas digital platforms provide genre-defying and globally targeted content. As collaboration and cooperation between these platforms continue to develop, audiences can expect a wider-ranging and enriched entertainment experience in the future.