Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is developing unique content and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with broad audience reach while maintaining time-honored formats. In particular, they actively cast celebrity performers to boost ratings 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 explore different channels to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing approaches distinct from legacy media. Firstly, they actively embrace unconventional narratives and innovative storytelling, prioritizing artistic direction and cinematic quality over mainstream success. Secondly, they curate customized programming that meets the needs of individual tastes, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the global market, allowing them to grow their fanbase not only in their home country but also internationally. Through these strategies, read more OTT platforms are building industry dominance in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the digital entertainment industry, competition has intensified. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, distributing their existing broadcast content on internet-based distribution channels. This initiative helps preserve the market presence of established TV channels while expanding their digital reach. Meanwhile, the rise of alternative digital platforms is reshaping viewing habits towards more user-controlled content access.
Conversely, streaming providers are also expanding their dominance by partnering with legacy content producers. A leading global streaming giant has gained massive international recognition with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of Korean TV networks. This collaboration helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, legacy TV series and OTT services are both competing and seeking collaboration through their respective market tactics. network-produced content maintain established storytelling and general audience focus, whereas OTT services provide bold and cross-border content. As collaboration and merging between these platforms continue to expand, audiences can expect a wider-ranging and elevated content environment in the future.