Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and digital here streaming platforms has intensified. Consequently, each platform is developing unique content and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining traditional storytelling methods. In particular, they actively cast renowned leads to increase viewer engagement and produce narratives that resonate with a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and network legacy, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing tactics distinct from network-based television. Firstly, they actively embrace unconventional narratives and experimental formats, prioritizing artistic direction and artistry over mass appeal. Secondly, they provide customized programming that caters to specific interests, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the global market, allowing them to secure viewers not only in their home country but also on a global scale. Through these methods, OTT services are strengthening their competitiveness in ways different from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the OTT market, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing produced series on digital platforms. This strategy helps sustain the relevance of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the rise of alternative digital platforms is shifting audience preferences towards more flexible viewing options.
Conversely, streaming providers are also solidifying their influence by collaborating with legacy content producers. Netflix has gained worldwide success with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This collaboration helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and finding common ground through their respective market tactics. network-produced content maintain classic formats and mass appeal, whereas digital platforms provide bold and internationally appealing content. As strategic partnerships and cooperation between these platforms continue to expand, audiences can expect a wider-ranging and elevated entertainment experience in the future.