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 web-powered streaming platforms, with global streaming giants, Watcha, and domestic platforms being leading competitors. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is creating original productions and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with high mass appeal while maintaining classic narrative structures. In particular, they actively highlight star actors to increase viewer engagement and produce narratives that capture the interest of a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and network legacy, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to explore different channels to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively embrace unconventional narratives and innovative storytelling, prioritizing originality and artistry over mainstream success. Secondly, they curate customized programming that meets the needs of specific interests, 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 across different cultures. Through these methods, OTT services are strengthening their competitiveness in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the OTT market, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, distributing their existing TV shows on internet-based distribution channels. This effort helps sustain the relevance of established TV channels while attracting new viewership. Meanwhile, the emergence of alternative digital platforms is shifting audience preferences towards more on-demand entertainment.
Conversely, OTT services are also expanding their dominance by collaborating with terrestrial broadcasters. Netflix has gained massive international recognition with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of traditional industry leaders. This synergy helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and finding common ground through their respective unique approaches. Terrestrial dramas maintain traditional genres and general check here audience focus, whereas digital platforms provide experimental and globally targeted content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a more diverse and enhanced entertainment experience in the future.