Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is producing original productions and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with widespread popularity while maintaining traditional storytelling methods. In particular, they actively cast star actors to increase viewer engagement and produce narratives that capture the interest of a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and brand trust, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing strategies distinct from network-based television. Firstly, they actively adopt unconventional narratives and experimental formats, prioritizing creative risk-taking and artistry over mass appeal. Secondly, they provide personalized selections that aligns with individual tastes, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the expanding international scene, 후후티비 새주소 allowing them to grow their fanbase not only within their region but also internationally. Through these strategies, OTT services are building industry dominance in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the streaming space, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'wavve', respectively, providing their existing produced series on digital platforms. This strategy helps maintain the influence of legacy networks while attracting new viewership. Meanwhile, the growth of competing streaming networks is changing consumer behavior towards more user-controlled content access.
Conversely, digital platforms are also enhancing their competitiveness by collaborating with traditional TV networks. A leading global streaming giant has gained a global following with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This collaboration helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, legacy TV series and OTT services are both rivaling each other and finding common ground through their respective unique approaches. network-produced content maintain classic formats and general audience focus, whereas digital platforms provide experimental and cross-border content. As strategic partnerships and integration between these platforms continue to grow, audiences can expect a richer and enhanced media landscape in the future.