Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, online services are web-powered streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is creating exclusive releases and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial get more info broadcast series focus on providing content with high mass appeal while maintaining classic narrative structures. In particular, they actively highlight star actors to boost ratings and produce dramas that resonate with a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and brand trust, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to find more ways to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively embrace emerging trends and experimental formats, prioritizing artistic direction and narrative depth over broad popularity. Secondly, they provide customized programming that caters to niche preferences, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to secure viewers not only in their home country but also on a global scale. Through these methods, OTT platforms are redefining the market in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the digital entertainment industry, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, providing their existing TV shows on digital platforms. This strategy helps sustain the relevance of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the emergence of new media services is reshaping viewing habits towards more on-demand entertainment.
Conversely, digital platforms are also solidifying their influence by partnering with terrestrial broadcasters. A leading global streaming giant has gained a global following with K-content hits 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 richer content environment. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, terrestrial dramas and OTT services are both competing and working together through their respective differentiation strategies. network-produced content maintain traditional genres and mass appeal, whereas OTT services provide genre-defying and globally targeted content. As collaboration and integration between these platforms continue to grow, audiences can expect a more diverse and enhanced content environment in the future.