Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is producing original productions and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with widespread popularity while maintaining traditional storytelling methods. In particular, they actively highlight celebrity performers to attract audience interest and produce television series that resonate with a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their historical credibility and network legacy, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing approaches distinct from network-based television. Firstly, they actively embrace new genres and innovative storytelling, prioritizing artistic direction and narrative depth over mainstream success. Secondly, they curate tailored content that caters to individual tastes, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to secure viewers not only within their region but also internationally. Through these methods, OTT check here services are building industry dominance in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the streaming space, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, making available their existing broadcast content on digital platforms. This effort helps maintain the influence of legacy networks while attracting new viewership. Meanwhile, the growth of competing streaming networks is changing consumer behavior towards more user-controlled content access.
Conversely, digital platforms are also solidifying their influence by partnering with legacy content producers. Netflix has gained massive international recognition with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This collaboration helps both parties maximize their potential, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and working together through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and general audience focus, whereas OTT services provide bold and internationally appealing content. As strategic partnerships and cooperation between these platforms continue to develop, audiences can expect a wider-ranging and enriched content environment in the future.