Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is developing exclusive releases and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining traditional storytelling methods. In particular, they actively feature renowned leads to increase viewer engagement and produce television series that appeal to a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and established reputation, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing tactics distinct from network-based television. Firstly, they actively incorporate new genres and unique structures, prioritizing artistic direction and cinematic quality over mass appeal. Secondly, they provide tailored content that aligns with specific interests, targeting niche audiences. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to grow their fanbase not only domestically but also across different cultures. Through these strategies, OTT platforms are redefining the market in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, making available their existing broadcast content on internet-based distribution channels. This strategy helps sustain the relevance of established TV channels while expanding their digital reach. Meanwhile, the emergence of new media services is 후후티비 새주소 shifting audience preferences towards more user-controlled content access.
Conversely, digital platforms are also solidifying their influence by collaborating with legacy content producers. A leading global streaming giant has gained massive international recognition with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This strategic alliance helps both parties maximize their potential, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and finding common ground through their respective unique approaches. Terrestrial dramas maintain traditional genres and mass appeal, whereas OTT services provide experimental and internationally appealing content. As collaboration and merging between these platforms continue to develop, audiences can expect a wider-ranging and enriched content environment in the future.