Terrestrial dramas have long been established as popular TV shows, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based 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 intensified. Consequently, each platform is producing exclusive releases and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with high mass appeal while maintaining classic narrative structures. In particular, they actively highlight renowned leads to attract audience interest and produce television series that capture the interest of a wide range of 후후티비 우회 age groups, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and brand trust, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with traditional content 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 emerging trends and unique structures, prioritizing artistic direction and narrative depth over broad popularity. Secondly, they provide tailored content that meets the needs of specific interests, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the global market, allowing them to secure viewers not only within their region but also across different cultures. Through these strategies, OTT platforms are strengthening their competitiveness in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the streaming space, competition has escalated. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'wavve', respectively, providing their existing TV shows on internet-based distribution channels. This initiative helps sustain the relevance of established TV channels while expanding their digital reach. Meanwhile, the rise of new media services is reshaping viewing habits towards more on-demand entertainment.
Conversely, streaming providers are also enhancing their competitiveness by collaborating with terrestrial broadcasters. A leading global streaming giant has gained massive international recognition with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of traditional industry leaders. This synergy helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and seeking collaboration through their respective differentiation strategies. network-produced content maintain classic formats and general audience focus, whereas digital platforms provide bold and cross-border content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a more diverse and enhanced media landscape in the future.