Terrestrial broadcast series have long been established as popular TV shows, produced and broadcast through major network broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with Netflix, regional streaming services, and Wavve being leading competitors. As media consumption habits evolve, get more info competition between network-produced series and OTT services has heightened. Consequently, each platform is producing exclusive releases and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with widespread popularity while maintaining classic narrative structures. In particular, they actively highlight star actors to boost ratings and produce narratives that resonate with a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and brand trust, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to find more ways to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing tactics distinct from network-based television. Firstly, they actively embrace emerging trends and experimental formats, prioritizing artistic direction and cinematic quality over mass appeal. Secondly, they offer customized programming that aligns with niche preferences, targeting niche audiences. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to grow their fanbase not only in their home country but also on a global scale. Through these strategies, OTT services are redefining the market in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the streaming space, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing TV shows on digital platforms. This strategy helps preserve the market presence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the emergence of alternative digital platforms is reshaping viewing habits towards more on-demand entertainment.
Conversely, digital platforms are also solidifying their influence by partnering with terrestrial broadcasters. A leading global streaming giant has gained worldwide success with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This strategic alliance 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, terrestrial dramas and OTT services are both competing and seeking collaboration through their respective differentiation strategies. network-produced content maintain traditional genres and broad accessibility, whereas OTT services provide bold and internationally appealing content. As collaboration and integration between these platforms continue to grow, audiences can expect a more diverse and elevated entertainment experience in the future.