Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with global streaming giants, Watcha, and domestic platforms being leading competitors. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is producing exclusive releases and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining traditional storytelling methods. In particular, they actively highlight celebrity performers to increase viewer engagement and produce dramas that appeal to a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and brand trust, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to explore different channels to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively embrace unconventional narratives and unique structures, prioritizing artistic direction and artistry over broad popularity. Secondly, they provide tailored content that caters to specific interests, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to secure viewers not only domestically but also internationally. 후후티비2 Through these methods, OTT platforms are building industry dominance in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing TV shows on internet-based distribution channels. This strategy helps preserve the market presence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the growth of alternative digital platforms is reshaping viewing habits towards more on-demand entertainment.
Conversely, streaming providers are also solidifying their influence by collaborating with legacy content producers. A leading global streaming giant has gained worldwide success with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of traditional industry leaders. This synergy helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, legacy TV series and streaming platforms are both competing and finding common ground through their respective differentiation strategies. network-produced content maintain established storytelling and mass appeal, whereas digital platforms provide experimental and internationally appealing content. As collaboration and integration between these platforms continue to grow, audiences can expect a richer and elevated content environment in the future.