Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is developing original productions and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining traditional storytelling methods. In particular, they actively feature star actors to increase viewer engagement and produce dramas that resonate with a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and brand trust, they continue to offer traditional stories, ensuring consistent success. This allows audiences to explore different channels to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing approaches distinct from network-based television. Firstly, they actively incorporate emerging trends and innovative storytelling, prioritizing creative risk-taking and cinematic quality over mainstream success. Secondly, they curate customized programming that meets the needs of individual tastes, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to grow their fanbase not only in their home country but also on a global scale. Through these strategies, OTT platforms are redefining the market in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the OTT market, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing TV shows on online services. This effort helps maintain the influence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the rise of competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, streaming providers are also solidifying their influence by working alongside traditional TV networks. A leading global streaming giant has gained massive international recognition with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This strategic alliance helps both parties leverage their advantages, 후후티비 fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and working together through their respective market tactics. network-produced content maintain traditional genres and general audience focus, whereas digital platforms provide genre-defying and globally targeted content. As collaboration and integration between these platforms continue to develop, audiences can expect a wider-ranging and enriched content environment in the future.