Terrestrial dramas 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, regional streaming services, and Wavve being leading competitors. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is developing exclusive releases and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with broad audience reach while maintaining classic narrative structures. In particular, they actively highlight renowned leads to increase viewer engagement and produce narratives that capture the interest of here a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their historical credibility and established reputation, they continue to offer traditional stories, 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 subscriber base by employing approaches distinct from legacy media. Firstly, they actively embrace new genres and unique structures, prioritizing artistic direction and artistry over mass appeal. Secondly, they provide tailored content that meets the needs of niche preferences, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to grow their fanbase not only in their home country but also across different cultures. Through these approaches, OTT services are redefining the market in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the OTT market, competition has escalated. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, distributing their existing TV shows on online services. This strategy helps sustain the relevance of established TV channels while engaging modern audiences. Meanwhile, the rise of new media services is shifting audience preferences towards more flexible viewing options.
Conversely, streaming providers are also enhancing their competitiveness by working alongside traditional TV networks. A leading global streaming giant has gained a global following with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This synergy helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and working together through their respective differentiation strategies. network-produced content maintain established storytelling and broad accessibility, whereas OTT services provide bold and globally targeted content. As synergy and merging between these platforms continue to grow, audiences can expect a wider-ranging and enriched media landscape in the future.