Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through traditional broadcasting stations. In contrast, online services are web-powered streaming platforms, with global streaming giants, Watcha, and Wavve being leading competitors. As viewing trends evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is developing exclusive releases and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with broad audience reach while maintaining traditional storytelling methods. In particular, they actively feature celebrity performers to increase viewer engagement and produce dramas that resonate with a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and established reputation, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to explore different channels to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing strategies distinct from network-based television. Firstly, they actively embrace unconventional narratives and experimental formats, prioritizing originality and cinematic quality over mainstream success. Secondly, they curate personalized selections that caters to individual tastes, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the global market, allowing them to secure viewers not only in their home country but also on a global scale. Through these approaches, OTT services are strengthening their competitiveness 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 OTT services, 'KBSon' and 'wavve', respectively, providing their existing produced series on internet-based distribution channels. This strategy helps preserve the market presence of established TV channels while attracting new viewership. Meanwhile, the growth of competing streaming networks is reshaping viewing habits towards more flexible viewing options.
Conversely, digital platforms are also solidifying their influence by collaborating with 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 high-quality filming standards of Korean TV 후후티비 우회 networks. This synergy helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and seeking collaboration through their respective differentiation strategies. network-produced content maintain classic formats and general audience focus, whereas digital platforms provide bold and globally targeted content. As strategic partnerships and cooperation between these platforms continue to expand, audiences can expect a richer and enriched entertainment experience in the future.