Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, 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 producing unique content and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with broad audience reach while maintaining time-honored formats. In particular, they actively cast star actors to increase viewer engagement and produce dramas that resonate with a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and brand trust, they continue to offer traditional stories, ensuring consistent success. This allows audiences to have multiple options to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing tactics distinct from network-based television. Firstly, they actively adopt unconventional narratives and innovative 후후티비 우회 storytelling, prioritizing artistic direction and narrative depth over mainstream success. Secondly, they provide customized programming that caters to niche preferences, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to secure viewers not only domestically 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 legacy media companies increasingly expand into the OTT market, competition has intensified. For instance, KBS and MBC operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, making available their existing produced series on online services. This initiative helps preserve the market presence of legacy networks while engaging modern audiences. Meanwhile, the growth of new media services is reshaping viewing habits towards more user-controlled content access.
Conversely, digital platforms are also enhancing their competitiveness by collaborating with terrestrial broadcasters. A leading global streaming giant has gained a global following with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of Korean TV networks. 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 become less defined.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and working together through their respective unique approaches. Terrestrial dramas maintain established storytelling and general audience focus, whereas OTT services provide genre-defying and globally targeted content. As strategic partnerships and merging between these platforms continue to develop, audiences can expect a more diverse and enhanced content environment in the future.