Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with global streaming giants, Watcha, and Wavve being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is producing original productions and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining classic narrative structures. In particular, they actively feature renowned leads to increase viewer engagement and produce dramas that appeal to a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and brand trust, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to have multiple options to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate emerging trends and unique structures, prioritizing artistic direction and artistry over broad popularity. Secondly, they provide personalized selections that aligns with niche preferences, targeting niche audiences. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to secure viewers not only in their home country but also on a global scale. Through these strategies, OTT services are redefining the market in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the OTT market, competition has intensified. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, making available their existing TV shows on online services. This click here effort helps maintain the influence of established TV channels while expanding their digital reach. Meanwhile, the growth of competing streaming networks is reshaping viewing habits towards more user-controlled content access.
Conversely, streaming providers are also solidifying their influence by working alongside traditional TV networks. A leading global streaming giant has gained worldwide success with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This collaboration helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and working together through their respective differentiation strategies. network-produced content maintain established storytelling and general audience focus, whereas OTT services provide bold and internationally appealing content. As collaboration and merging between these platforms continue to develop, audiences can expect a richer and enriched content environment in the future.