Terrestrial dramas have long been established as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, regional streaming services, and Wavve being leading competitors. As viewing trends evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is creating exclusive releases and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with widespread popularity while maintaining traditional storytelling methods. In particular, they actively cast renowned leads to boost ratings 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 offer traditional stories, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing tactics distinct from network-based television. more info Firstly, they actively incorporate unconventional narratives and unique structures, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they provide personalized selections that aligns with individual tastes, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to grow their fanbase not only domestically but also internationally. Through these approaches, OTT platforms are redefining the market in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the OTT market, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, providing their existing produced series on digital platforms. This effort helps maintain the influence of established TV channels while engaging modern audiences. Meanwhile, the rise of competing streaming networks is reshaping viewing habits towards more flexible viewing options.
Conversely, digital platforms are also expanding their dominance by working alongside traditional TV networks. Netflix has gained massive international recognition with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This synergy helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both competing and working together through their respective market tactics. Terrestrial dramas maintain traditional genres and general audience focus, whereas digital platforms provide experimental and globally targeted content. As strategic partnerships and cooperation between these platforms continue to grow, audiences can expect a wider-ranging and enriched content environment in the future.