Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with global streaming giants, regional streaming services, and Wavve being leading competitors. As audience preferences evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is developing unique content 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 classic narrative structures. In particular, they actively highlight celebrity performers to attract audience interest and produce television series that resonate with a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and established reputation, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively adopt unconventional narratives and unique structures, prioritizing creative risk-taking and artistry over mainstream success. Secondly, they provide tailored content that aligns with individual tastes, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to grow their fanbase not only in their home country but also internationally. Through these strategies, OTT platforms are building industry dominance in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the OTT market, competition has escalated. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing broadcast content on internet-based distribution channels. This initiative helps preserve the market presence of established TV channels while engaging modern audiences. Meanwhile, the growth of new media services is changing consumer behavior towards more user-controlled content access.
Conversely, OTT services are also expanding their dominance by partnering with legacy content producers. Netflix has gained a global following with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of terrestrial broadcasters. This synergy 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 fade.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain classic formats and broad accessibility, whereas OTT services provide experimental and globally targeted content. As synergy and merging between these platforms continue to grow, audiences can expect check here a more diverse and enriched media landscape in the future.