Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is developing unique content and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with broad audience reach while maintaining traditional storytelling methods. In particular, they actively highlight celebrity performers to boost ratings and produce television series that appeal to a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and network legacy, they continue to offer traditional stories, ensuring consistent success. This allows audiences to find more ways to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing approaches distinct from legacy media. Firstly, they actively adopt new genres and experimental formats, prioritizing creative risk-taking and narrative depth over mass appeal. Secondly, they offer tailored content that aligns with niche preferences, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to secure viewers not only within their region but also on a global scale. Through these methods, OTT platforms are strengthening their competitiveness in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the OTT market, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing produced series on internet-based distribution channels. This initiative helps preserve the market presence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the emergence of new media services is shifting audience preferences towards more on-demand entertainment.
Conversely, digital platforms are also enhancing their competitiveness by partnering with legacy content producers. A leading global streaming giant has gained massive international recognition with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming here standards of traditional industry leaders. This collaboration helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both competing and working together through their respective differentiation strategies. network-produced content maintain established storytelling and mass appeal, whereas digital platforms provide genre-defying and internationally appealing content. As strategic partnerships and integration between these platforms continue to develop, audiences can expect a more diverse and enhanced content environment in the future.