Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As viewing trends evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is developing original productions and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining traditional storytelling methods. In particular, they actively highlight renowned leads to boost ratings and produce narratives that capture the interest of a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and brand trust, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to find more ways to engage with 후후티비 traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing approaches distinct from network-based television. Firstly, they actively embrace unconventional narratives and experimental formats, prioritizing creative risk-taking and artistry over broad popularity. Secondly, they offer personalized selections that aligns with niche preferences, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the global market, allowing them to attract subscribers not only within their region but also across different cultures. Through these strategies, OTT platforms are strengthening their competitiveness in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the digital entertainment industry, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'wavve', respectively, making available their existing TV shows on digital platforms. This initiative helps sustain the relevance of legacy networks while engaging modern audiences. Meanwhile, the emergence of alternative digital platforms is shifting audience preferences towards more user-controlled content access.
Conversely, OTT services are also expanding their dominance by working alongside traditional TV networks. Netflix has gained massive international recognition with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of traditional industry leaders. This collaboration helps both parties leverage their advantages, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, legacy TV series and OTT services are both rivaling each other and working together through their respective market tactics. Terrestrial dramas maintain classic formats and general audience focus, whereas OTT services provide genre-defying and cross-border content. As strategic partnerships and cooperation between these platforms continue to expand, audiences can expect a richer and enriched entertainment experience in the future.