Terrestrial broadcast series have long been established as popular TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, Watcha, and Wavve being leading competitors. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is creating exclusive releases and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with high mass appeal while maintaining traditional storytelling methods. In particular, they actively highlight celebrity performers to attract audience interest and produce dramas that resonate with a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their historical credibility and established reputation, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to have multiple options to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing strategies distinct from legacy media. Firstly, they actively incorporate unconventional narratives and unique structures, prioritizing artistic direction and artistry over broad popularity. Secondly, they offer tailored content that caters to individual tastes, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to secure viewers not only in their home country but also across different cultures. Through these strategies, OTT services are redefining the market in ways different from traditional terrestrial broadcasting.
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 streaming platforms, 'KBSon' and 'MBC Digital', respectively, making available their existing TV shows on online services. This effort helps sustain the relevance of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the growth of alternative digital platforms is changing consumer behavior towards more user-controlled content access.
Conversely, streaming providers are also expanding their dominance by partnering with terrestrial broadcasters. Netflix has gained a global following with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This strategic alliance 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 blur.
Ultimately, legacy TV series and streaming platforms are both competing and finding common ground through their respective unique approaches. Terrestrial dramas maintain traditional genres and general audience focus, whereas digital platforms provide genre-defying and globally targeted content. As 후후티비 우회 collaboration and merging between these platforms continue to grow, audiences can expect a wider-ranging and elevated entertainment experience in the future.