Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with Netflix, regional streaming services, and Wavve being leading competitors. As media consumption habits evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is producing exclusive releases and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining time-honored formats. In particular, they actively feature celebrity performers to boost ratings and produce narratives that appeal to a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and established reputation, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing tactics distinct from network-based television. Firstly, they actively read more incorporate emerging trends and unique structures, prioritizing creative risk-taking and narrative depth over broad popularity. Secondly, they offer tailored content that caters to specific interests, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the global market, allowing them to grow their fanbase not only in their home country but also internationally. Through these approaches, OTT platforms are building industry dominance in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the streaming space, competition has intensified. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, making available their existing broadcast content on digital platforms. This strategy helps sustain the relevance of legacy networks while expanding their digital reach. Meanwhile, the growth of new media services is reshaping viewing habits towards more user-controlled content access.
Conversely, streaming providers are also expanding their dominance by partnering with legacy content producers. A leading global streaming giant has gained worldwide success with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of traditional industry leaders. This collaboration helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, legacy TV series and OTT services are both fighting for dominance and working together through their respective differentiation strategies. network-produced content maintain classic formats and broad accessibility, whereas digital platforms provide bold and globally targeted content. As strategic partnerships and cooperation between these platforms continue to develop, audiences can expect a wider-ranging and elevated entertainment experience in the future.