Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and Wavve being leading competitors. As viewing trends evolve, competition between network-produced series and digital streaming platforms has intensified. 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 traditional storytelling methods. In particular, they actively cast renowned leads to attract audience interest and produce television series that capture the interest of a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and brand trust, they continue to offer traditional stories, ensuring consistent success. This allows audiences to have multiple options to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate unconventional narratives and unique structures, prioritizing creative risk-taking and narrative depth over mass appeal. Secondly, they provide personalized selections that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the global market, allowing them to attract subscribers not only within their region but also internationally. Through these methods, OTT platforms are redefining the market in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the OTT market, competition has escalated. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, providing their existing TV shows on internet-based distribution channels. This initiative helps preserve the market presence of established TV channels while engaging modern audiences. Meanwhile, the growth of competing streaming networks is reshaping viewing habits towards more flexible viewing options.
Conversely, OTT services are also enhancing their competitiveness by partnering with terrestrial broadcasters. A leading global streaming giant has gained worldwide success with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of traditional industry leaders. This synergy helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, legacy TV series and OTT services are both fighting for dominance and finding common 후후티비2 ground through their respective unique approaches. Terrestrial dramas maintain established storytelling and general audience focus, whereas digital platforms provide experimental and globally targeted content. As strategic partnerships and merging between these platforms continue to expand, audiences can expect a more diverse and enriched media landscape in the future.