Terrestrial dramas have long been established as popular TV programs, produced and broadcast through major network broadcasting stations. In contrast, online services are internet-based streaming platforms, with Netflix, Watcha, and domestic platforms being leading competitors. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is creating original productions and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with high mass appeal while maintaining time-honored formats. In particular, they actively cast star actors to attract audience interest and produce television series that click here capture the interest of a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and network legacy, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively adopt new genres and innovative storytelling, prioritizing creative risk-taking and artistry over mass appeal. Secondly, they provide tailored content that aligns with niche preferences, targeting niche audiences. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to attract subscribers not only in their home country but also on a global scale. Through these strategies, OTT platforms are redefining the market in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the digital entertainment industry, competition has intensified. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, distributing their existing produced series on digital platforms. This effort helps preserve the market presence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the rise of competing streaming networks is reshaping viewing habits towards more on-demand entertainment.
Conversely, digital platforms are also enhancing their competitiveness by partnering with terrestrial broadcasters. A leading global streaming giant has gained worldwide success with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards 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 become less defined.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and working together through their respective differentiation strategies. network-produced content maintain traditional genres and mass appeal, whereas digital platforms provide experimental and globally targeted content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a richer and enhanced entertainment experience in the future.