Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is developing unique content and employing click here distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with widespread popularity while maintaining time-honored formats. In particular, they actively feature star actors to increase viewer engagement and produce narratives that capture the interest of a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and brand trust, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to find more ways to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing tactics distinct from network-based television. Firstly, they actively adopt unconventional narratives and unique structures, prioritizing creative risk-taking and narrative depth over mass appeal. Secondly, they curate personalized selections that aligns with individual tastes, targeting niche audiences. Lastly, they focus on producing international releases aimed at the global market, allowing them to attract subscribers not only in their home country but also on a global scale. Through these approaches, OTT services are strengthening their competitiveness in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the OTT market, competition has become fierce. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, providing their existing produced series on internet-based distribution channels. This effort helps preserve the market presence of established TV channels while engaging modern audiences. Meanwhile, the rise of new media services is shifting audience preferences towards more on-demand entertainment.
Conversely, digital platforms are also enhancing their competitiveness by working alongside traditional TV networks. A leading global streaming giant has gained worldwide success with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This synergy helps both parties leverage their advantages, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, legacy TV series and OTT services are both competing and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and mass appeal, whereas OTT services provide bold and cross-border content. As strategic partnerships and merging between these platforms continue to develop, audiences can expect a more diverse and elevated content environment in the future.