Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through major network broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is creating original productions and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with broad audience reach while maintaining traditional storytelling methods. In particular, they actively highlight celebrity performers to attract audience interest and produce dramas that resonate with a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and brand trust, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to explore different channels to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing tactics distinct from legacy media. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing creative risk-taking and narrative depth over mainstream success. Secondly, they curate personalized selections that meets the needs of niche preferences, targeting unique fan more info bases. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to grow their fanbase not only domestically but also across different cultures. Through these methods, OTT services are building industry dominance in ways different from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the OTT market, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, providing their existing TV shows on internet-based distribution channels. This initiative helps maintain the influence of legacy networks while expanding their digital reach. Meanwhile, the emergence of new media services is shifting audience preferences towards more on-demand entertainment.
Conversely, digital platforms are also solidifying their influence by working alongside traditional TV networks. A leading global streaming giant has gained massive international recognition with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of Korean TV networks. This synergy helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and seeking collaboration through their respective market tactics. network-produced content maintain classic formats and broad accessibility, whereas OTT services provide bold and cross-border content. As strategic partnerships and cooperation between these platforms continue to grow, audiences can expect a more diverse and enhanced entertainment experience in the future.