Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, regional streaming services, and Wavve being leading competitors. As audience preferences evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is producing exclusive releases and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining classic narrative structures. In particular, they actively feature renowned leads to increase viewer engagement and produce dramas that capture the interest of a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and network legacy, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to find more ways to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing strategies distinct from network-based television. Firstly, they actively incorporate emerging trends and experimental formats, prioritizing artistic direction and narrative depth over mass appeal. Secondly, they offer tailored content that aligns with individual tastes, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the global market, allowing them to secure viewers not only domestically but also on a global scale. Through these strategies, OTT platforms are strengthening their competitiveness in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the digital entertainment industry, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing produced series on online services. This effort helps maintain the influence of established TV channels while expanding their digital reach. Meanwhile, the growth of alternative digital platforms is changing consumer behavior towards more on-demand entertainment.
Conversely, streaming providers are also enhancing their competitiveness by working alongside traditional TV networks. Netflix has gained worldwide success with Hallyu series get more info like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This synergy helps both parties maximize their potential, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, legacy TV series and OTT services are both competing and finding common ground through their respective differentiation strategies. network-produced content maintain traditional genres and mass appeal, whereas digital platforms provide bold and cross-border content. As strategic partnerships and merging between these platforms continue to expand, audiences can expect a more diverse and enhanced content environment in the future.