Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming get more info platforms, with global streaming giants, Watcha, and domestic platforms being leading competitors. As viewing trends evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is producing exclusive releases and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with broad audience reach while maintaining time-honored formats. In particular, they actively cast celebrity performers to attract audience interest and produce dramas that capture the interest of a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and established reputation, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to find more ways to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively embrace unconventional narratives and innovative storytelling, prioritizing creative risk-taking and narrative depth over broad popularity. Secondly, they curate customized programming that aligns with niche preferences, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to grow their fanbase not only domestically but also internationally. Through these strategies, OTT services are redefining the market in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the streaming space, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing TV shows on internet-based distribution channels. This effort helps maintain the influence of legacy networks while engaging modern audiences. Meanwhile, the rise of new media services is changing consumer behavior towards more user-controlled content access.
Conversely, digital platforms are also enhancing their competitiveness by working alongside traditional TV networks. Netflix has gained a global following with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. This strategic alliance helps both parties maximize their potential, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and seeking collaboration through their respective market tactics. network-produced content maintain traditional genres and broad accessibility, whereas OTT services provide bold and globally targeted content. As collaboration and merging between these platforms continue to develop, audiences can expect a richer and enriched content environment in the future.