Terrestrial dramas have long been established as popular TV shows, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As audience preferences evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is creating original productions and employing more info adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with broad audience reach while maintaining traditional storytelling methods. In particular, they actively highlight star actors to boost ratings and produce narratives that resonate with a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and established reputation, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing approaches distinct from network-based television. Firstly, they actively adopt new genres and unique structures, prioritizing originality and artistry over mainstream success. Secondly, they curate customized programming that aligns with specific interests, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to attract subscribers not only in their home country but also on a global scale. Through these strategies, OTT platforms are building industry dominance in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing TV shows on digital platforms. This effort helps maintain the influence of established TV channels while engaging modern audiences. Meanwhile, the rise of competing streaming networks is shifting audience preferences towards more user-controlled content access.
Conversely, streaming providers are also enhancing their competitiveness by collaborating with traditional TV networks. Netflix has gained a global following with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. This collaboration helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and working together through their respective unique approaches. network-produced content maintain traditional genres and broad accessibility, whereas OTT services provide genre-defying and internationally appealing content. As collaboration and cooperation between these platforms continue to develop, audiences can expect a more diverse and enriched entertainment experience in the future.