Terrestrial broadcast series read more have long been established as popular TV shows, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, regional streaming services, and Wavve being leading competitors. As viewing trends evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is producing exclusive releases and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with high mass appeal while maintaining time-honored formats. In particular, they actively cast star actors to increase viewer engagement and produce narratives that capture the interest of a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and brand trust, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to find more ways to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing approaches distinct from network-based television. Firstly, they actively embrace new genres and experimental formats, prioritizing originality and cinematic quality over broad popularity. Secondly, they offer tailored content that caters to specific interests, targeting specialized demographics. 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 across different cultures. Through these strategies, OTT services are building industry dominance in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the digital entertainment industry, competition has escalated. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, distributing their existing produced series on online services. This effort helps preserve the market presence of legacy networks while engaging modern audiences. Meanwhile, the growth of alternative digital platforms is changing consumer behavior towards more user-controlled content access.
Conversely, digital platforms are also expanding their dominance by working alongside terrestrial broadcasters. Netflix has gained massive international recognition with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of Korean TV networks. This synergy 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, terrestrial dramas and OTT services are both competing and finding common ground through their respective differentiation strategies. network-produced content maintain traditional genres and mass appeal, whereas OTT services provide experimental and internationally appealing content. As collaboration and merging between these platforms continue to grow, audiences can expect a wider-ranging and elevated content environment in the future.