Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through traditional broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and Wavve being leading competitors. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is developing original productions and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with broad audience reach while maintaining time-honored formats. In particular, they actively feature celebrity performers to attract audience interest and produce television series that resonate with a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and established reputation, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to have multiple options to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing approaches distinct from legacy media. Firstly, they actively embrace new genres and experimental formats, prioritizing creative risk-taking and narrative depth over broad popularity. Secondly, they curate personalized selections that aligns with specific interests, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to secure viewers not only in their home country but also on a global scale. Through these approaches, OTT services are redefining the market in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the OTT market, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing produced series on online services. This initiative helps preserve the market presence of established TV channels while engaging modern audiences. Meanwhile, the growth of competing streaming networks is shifting audience preferences towards more on-demand entertainment.
Conversely, digital platforms are also solidifying their influence by partnering with terrestrial broadcasters. A leading global streaming giant has gained massive international recognition with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of traditional industry leaders. This collaboration helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to 후후티비 blur.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain classic formats and mass appeal, whereas OTT services provide genre-defying and internationally appealing content. As strategic partnerships and merging between these platforms continue to expand, audiences can expect a wider-ranging and enhanced media landscape in the future.