Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is developing unique content and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining classic narrative structures. In particular, they actively feature star actors to increase viewer engagement and produce television series that capture the interest of a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and established reputation, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing approaches distinct from network-based television. Firstly, they actively incorporate new genres and experimental formats, prioritizing artistic direction and narrative depth over mainstream success. Secondly, they provide personalized selections that caters to specific interests, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to grow their fanbase not only within their region but also on a global scale. Through these methods, OTT services are redefining the market in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the OTT market, competition has intensified. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, providing their existing produced series on internet-based distribution channels. This strategy helps sustain the relevance of legacy networks while expanding their digital reach. Meanwhile, the rise of new media services is reshaping viewing habits towards more user-controlled content access.
Conversely, OTT services are also enhancing their competitiveness by partnering with legacy content producers. A leading global streaming giant has gained worldwide success with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of traditional industry leaders. This collaboration helps both parties leverage their advantages, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and working together through their respective unique approaches. Terrestrial dramas maintain established storytelling and general audience focus, whereas OTT services 후후티비 새주소 provide experimental and globally targeted content. As synergy and integration between these platforms continue to grow, audiences can expect a wider-ranging and elevated content environment in the future.