Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, Watcha, 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 producing original productions and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining classic narrative structures. In particular, they actively feature celebrity performers to attract audience interest and produce narratives that appeal to a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and network legacy, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing approaches distinct from network-based television. Firstly, they actively incorporate unconventional narratives and innovative storytelling, prioritizing artistic direction and narrative depth over mass appeal. Secondly, they offer personalized selections that meets the needs of specific interests, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to attract subscribers not only domestically but also internationally. Through these methods, OTT services are redefining the market in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has escalated. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing TV shows on digital platforms. This initiative helps preserve the market presence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the emergence of alternative digital platforms is shifting audience preferences towards more user-controlled content access.
Conversely, digital platforms are also solidifying their influence by collaborating with traditional TV 후후티비 우회 networks. Netflix has gained a global following with K-content hits like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This synergy helps both parties leverage their advantages, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, legacy TV series and OTT services are both competing and finding common ground through their respective market tactics. network-produced content maintain traditional genres and general audience focus, 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 wider-ranging and enhanced media landscape in the future.