Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, online services are web-powered streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. 후후티비 대체 As viewing trends evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is developing exclusive releases and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with widespread popularity while maintaining time-honored formats. In particular, they actively cast celebrity performers to boost ratings and produce narratives that capture the interest of a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and established reputation, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing tactics distinct from legacy media. Firstly, they actively incorporate unconventional narratives and experimental formats, prioritizing artistic direction and artistry over broad popularity. Secondly, they provide tailored content that caters to individual tastes, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the global market, allowing them to grow their fanbase not only within their region but also internationally. Through these methods, OTT platforms are redefining the market in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has intensified. For instance, KBS and MBC operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing produced series on digital platforms. This initiative helps maintain the influence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the growth of alternative digital platforms is changing consumer behavior towards more on-demand entertainment.
Conversely, digital platforms are also solidifying their influence by collaborating with legacy content producers. A leading global streaming giant has gained massive international recognition with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise 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 fighting for dominance and seeking collaboration through their respective market tactics. network-produced content maintain classic formats and mass appeal, whereas digital platforms provide experimental and internationally appealing content. As strategic partnerships and cooperation between these platforms continue to develop, audiences can expect a richer and enriched content environment in the future.