Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As viewing trends evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is producing original productions and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining traditional storytelling methods. In particular, they actively cast star actors to increase viewer engagement and produce dramas that appeal to 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 stable viewership ratings. This allows audiences to find more ways to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate unconventional narratives and experimental formats, prioritizing artistic direction and artistry over broad popularity. Secondly, they provide personalized selections that caters to niche preferences, targeting niche audiences. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to grow their fanbase not only in their home country but also internationally. Through these methods, OTT platforms are strengthening their competitiveness in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the streaming space, competition has intensified. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, distributing their existing produced series on online services. This initiative helps preserve the market presence of established TV channels while expanding their digital reach. Meanwhile, the rise of new media services is reshaping viewing habits towards more on-demand entertainment.
Conversely, OTT services are also expanding their dominance by collaborating with terrestrial broadcasters. 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 maximize their potential, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and finding common check here ground through their respective unique approaches. Terrestrial dramas maintain classic formats and broad accessibility, whereas digital platforms provide genre-defying and globally targeted content. As synergy and integration between these platforms continue to expand, audiences can expect a more diverse and enhanced media landscape in the future.