Terrestrial broadcast series have long been established as popular TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, Watcha, and domestic platforms being leading competitors. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is producing exclusive releases and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with widespread popularity while maintaining traditional storytelling methods. In particular, they actively highlight celebrity performers to increase viewer engagement and produce television series that capture the interest of a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and established reputation, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate new genres and unique structures, prioritizing originality and cinematic quality over broad popularity. Secondly, they curate customized programming that meets the needs of individual tastes, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to attract subscribers not only in their home country but also on a global scale. Through these approaches, OTT services are redefining the market in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the OTT market, competition has become website fierce. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, distributing their existing broadcast content on digital platforms. This strategy helps preserve the market presence of established TV channels while attracting new viewership. Meanwhile, the emergence of new media services is shifting audience preferences towards more on-demand entertainment.
Conversely, streaming providers are also solidifying their influence by working alongside traditional TV networks. A leading global streaming giant has gained worldwide success with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of Korean TV networks. This collaboration helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and working together through their respective unique approaches. network-produced content maintain traditional genres and mass appeal, whereas digital platforms provide genre-defying and globally targeted content. As strategic partnerships and cooperation between these platforms continue to develop, audiences can expect a more diverse and enriched content environment in the future.