Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through major network 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 terrestrial dramas and OTT services has heightened. Consequently, each platform is developing unique content and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with broad audience reach while maintaining time-honored formats. In particular, they actively feature renowned leads to boost ratings and produce television series that appeal to a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and established reputation, they continue to present familiar content, ensuring consistent success. This allows audiences to have multiple options to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing tactics distinct from network-based television. Firstly, they actively embrace unconventional narratives and unique structures, prioritizing creative risk-taking and cinematic quality over mainstream success. Secondly, they provide customized programming 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 attract subscribers not only within their region but also internationally. Through these strategies, OTT services are building industry dominance in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the streaming space, competition has intensified. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing TV shows on online services. This strategy helps sustain the relevance of legacy networks while attracting new viewership. Meanwhile, the emergence of competing streaming networks is shifting audience preferences towards more user-controlled content access.
Conversely, OTT services are also solidifying their influence by collaborating with legacy content producers. A leading global streaming giant has gained a global following with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This strategic alliance helps both parties complement each other’s strengths, fostering here a more dynamic industry. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, legacy TV series and OTT services are both competing and working together through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and broad accessibility, whereas OTT services provide experimental and internationally appealing content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a wider-ranging and enhanced media landscape in the future.