Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with global streaming giants, Watcha, and Wavve being representative examples. As viewing trends evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is producing original productions and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with widespread popularity while maintaining traditional storytelling methods. In particular, they actively feature celebrity performers to increase viewer engagement and produce television series that resonate with a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and network legacy, they continue to present familiar content, ensuring consistent success. This allows audiences to have multiple options to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing approaches distinct from network-based television. Firstly, they actively embrace unconventional narratives and innovative storytelling, prioritizing originality and narrative depth over mass appeal. Secondly, they curate customized programming that aligns with niche preferences, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to attract subscribers not only domestically but also on a global scale. Through these methods, OTT platforms are strengthening their competitiveness in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the streaming space, competition has become fierce. For instance, KBS and MBC operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing broadcast content on digital platforms. This initiative helps maintain the influence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the growth of new media services is shifting audience preferences towards more user-controlled content access.
Conversely, OTT services are also expanding their dominance by collaborating with terrestrial broadcasters. Netflix has gained massive international recognition with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of traditional industry leaders. This strategic alliance helps both parties maximize their potential, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, terrestrial 후후티비2 dramas and streaming platforms are both competing and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and mass appeal, whereas digital platforms provide bold and globally targeted content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a more diverse and enhanced content environment in the future.