Terrestrial dramas have long been established as popular TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is creating unique content and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining traditional storytelling methods. In particular, they actively cast celebrity performers to attract audience interest and produce narratives that resonate with a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and network legacy, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively embrace unconventional narratives and unique structures, prioritizing artistic direction and cinematic quality over mainstream success. Secondly, they offer tailored content that meets the needs of specific interests, 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 in their home country but also on a global scale. Through these methods, OTT platforms are building industry dominance in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, distributing their existing TV shows on internet-based distribution channels. read more This strategy helps preserve the market presence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the rise of competing streaming networks is reshaping viewing habits towards more flexible viewing options.
Conversely, digital platforms are also expanding their dominance by collaborating with traditional TV networks. Netflix has gained a global following with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of traditional industry leaders. This collaboration helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and finding common ground through their respective market tactics. Terrestrial dramas maintain established storytelling and mass appeal, whereas digital platforms provide genre-defying and cross-border content. As strategic partnerships and integration between these platforms continue to expand, audiences can expect a more diverse and enriched entertainment experience in the future.