Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As media consumption habits evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is producing unique content and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with widespread popularity while maintaining traditional storytelling methods. In particular, they actively highlight star actors to increase viewer engagement and produce television series that capture the interest of a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and network legacy, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing tactics distinct from legacy media. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing originality and narrative depth over mass appeal. Secondly, they provide customized programming that caters to individual tastes, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to grow their fanbase not only domestically but also across different cultures. Through these methods, OTT platforms are strengthening their competitiveness in ways different from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the streaming space, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing broadcast content on internet-based distribution channels. This initiative helps sustain the relevance of legacy networks while engaging modern audiences. Meanwhile, the rise of new media services is reshaping viewing habits towards more on-demand entertainment.
Conversely, streaming providers are also enhancing their competitiveness by collaborating with traditional TV networks. A leading global streaming more info giant has gained worldwide success with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This strategic alliance helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, terrestrial dramas and OTT services are both competing and finding common ground through their respective differentiation strategies. network-produced content maintain classic formats and mass appeal, whereas digital platforms provide experimental and globally targeted content. As synergy and integration between these platforms continue to expand, audiences can expect a richer and elevated entertainment experience in the future.