Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are web-powered streaming platforms, with global streaming giants, Watcha, and Wavve being representative examples. As viewing trends evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is developing unique content and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with widespread popularity while maintaining traditional storytelling methods. In particular, they actively feature star actors to attract audience interest and produce narratives that capture the interest of a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and network legacy, they continue to present familiar content, 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 services are expanding their influence by employing approaches distinct from legacy media. Firstly, they actively adopt new genres and unique structures, prioritizing originality and artistry over mass appeal. Secondly, they offer tailored content that aligns with specific interests, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to grow their fanbase not only in their home country but also across different cultures. Through these approaches, OTT services are redefining the market in ways different from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the streaming space, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'wavve', respectively, making available their existing broadcast content on online services. This effort helps maintain the influence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the rise of alternative digital platforms is changing consumer behavior towards more flexible viewing options.
Conversely, streaming providers are also solidifying their influence by working alongside legacy content producers. Netflix has gained worldwide success with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of Korean TV networks. This strategic alliance 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 fade.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and seeking collaboration through their respective market tactics. network-produced content maintain established storytelling and general audience focus, whereas OTT services provide genre-defying and internationally appealing content. As synergy and merging between these platforms continue to expand, audiences can expect a 후후티비 대체 more diverse and enhanced content environment in the future.