Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As media consumption habits evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is producing unique content and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining time-honored formats. In particular, they actively cast renowned leads to attract audience interest and produce dramas that appeal to a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and network legacy, they continue to offer traditional stories, ensuring reliable audience numbers. 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 market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively embrace unconventional narratives and innovative storytelling, prioritizing originality and artistry over mainstream success. Secondly, they curate tailored content that caters to individual tastes, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the global market, allowing them to attract subscribers not only within their 후후티비 새주소 region but also across different cultures. Through these methods, OTT platforms are redefining the market in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the OTT market, competition has become fierce. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, distributing their existing TV shows on online services. This strategy helps maintain the influence of legacy networks while expanding their digital reach. Meanwhile, the emergence of new media services is changing consumer behavior towards more flexible viewing options.
Conversely, streaming providers are also enhancing their competitiveness by working alongside traditional TV networks. Netflix has gained worldwide success with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. This strategic alliance helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, legacy TV series and OTT services are both rivaling each other and seeking collaboration through their respective differentiation strategies. network-produced content maintain classic formats and broad accessibility, whereas OTT services provide experimental and cross-border content. As strategic partnerships and merging between these platforms continue to grow, audiences can expect a more diverse and enhanced content environment in the future.