Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are internet-based streaming platforms, with global streaming giants, Watcha, and domestic platforms being leading competitors. As audience preferences evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is developing exclusive releases and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with broad audience reach while maintaining traditional storytelling methods. In particular, they actively highlight star actors to attract audience interest and produce narratives that appeal to a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and network legacy, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to explore different channels to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing approaches distinct from network-based television. Firstly, they actively embrace unconventional narratives and innovative storytelling, prioritizing artistic direction and artistry over broad popularity. Secondly, they offer personalized selections that aligns with individual tastes, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to attract subscribers not only within their region but also across different cultures. Through these approaches, OTT services are strengthening their competitiveness in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the OTT market, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, distributing their existing produced series on internet-based distribution channels. This strategy helps maintain the influence of established TV channels while expanding their digital reach. Meanwhile, the growth of alternative digital platforms is changing consumer behavior towards more user-controlled content access.
Conversely, OTT services are also expanding their dominance by working alongside legacy content producers. Netflix has gained worldwide success with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of Korean TV networks. This synergy helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, legacy TV series and OTT read more services are both rivaling each other and seeking collaboration through their respective market tactics. network-produced content maintain classic formats and general audience focus, whereas OTT services provide genre-defying and globally targeted content. As collaboration and integration between these platforms continue to develop, audiences can expect a richer and elevated entertainment experience in the future.