Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is producing unique content and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining classic narrative structures. In particular, they actively highlight celebrity performers to attract audience interest and produce narratives that capture website the interest of a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and established reputation, they continue to offer traditional stories, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively embrace unconventional narratives and experimental formats, prioritizing creative risk-taking and artistry over mass appeal. Secondly, they offer customized programming that meets the needs of individual tastes, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to attract subscribers not only within their region but also on a global scale. Through these methods, OTT platforms are strengthening their competitiveness in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the digital entertainment industry, competition has intensified. 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, distributing their existing TV shows on internet-based distribution channels. This strategy helps preserve the market presence of established TV channels while attracting new viewership. Meanwhile, the rise of new media services is changing consumer behavior towards more flexible viewing options.
Conversely, OTT services are also enhancing their competitiveness by working alongside legacy content producers. Netflix has gained massive international recognition with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards 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 blur.
Ultimately, legacy TV series and OTT services are both rivaling each other and working together through their respective unique approaches. Terrestrial dramas maintain classic formats and broad accessibility, whereas digital platforms provide bold and cross-border 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.