Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is creating unique content and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with widespread popularity while maintaining traditional storytelling methods. In particular, they actively highlight star actors to attract audience interest and produce dramas that appeal to a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and brand trust, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to find more ways to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively adopt unconventional narratives 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 multinational content aimed at the expanding international scene, allowing them to grow their fanbase not only domestically but also internationally. Through these approaches, OTT platforms are building industry dominance in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the digital entertainment industry, competition has escalated. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, distributing their existing produced series on online services. This strategy helps maintain the influence of established TV channels while attracting new viewership. Meanwhile, the emergence of competing streaming networks is reshaping viewing habits towards more flexible viewing options.
Conversely, OTT services are also solidifying their influence by partnering with traditional TV networks. A leading global streaming giant has gained a global following with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of 후후티비 최신 terrestrial broadcasters. This synergy helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and finding common ground through their respective differentiation strategies. network-produced content maintain established storytelling and broad accessibility, whereas OTT services provide experimental and internationally appealing content. As synergy and integration between these platforms continue to expand, audiences can expect a more diverse and enhanced entertainment experience in the future.