Broadcasting vs. Digital Transition: How Legacy Networks and OTT Platforms Adapt to Change
Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is creating original productions and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining time-honored formats. In particular, they actively cast celebrity performers to attract audience interest and produce dramas that resonate with a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and network legacy, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing approaches distinct from legacy media. Firstly, they actively embrace unconventional narratives and innovative storytelling, prioritizing artistic direction and cinematic quality over broad popularity. Secondly, they provide tailored content that aligns with specific interests, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to secure viewers not only within their region but also across different cultures. Through these methods, OTT platforms are redefining the market in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the digital entertainment industry, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, distributing their existing TV shows read more on internet-based distribution channels. This strategy helps preserve the market presence of established TV channels while attracting new viewership. Meanwhile, the emergence of new media services is changing consumer behavior towards more flexible viewing options.
Conversely, OTT services are also enhancing their competitiveness by partnering with traditional TV networks. Netflix has gained a global following with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This synergy helps both parties maximize their potential, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and finding common ground through their respective differentiation strategies. network-produced content maintain classic formats and broad accessibility, whereas digital platforms provide bold and internationally appealing content. As strategic partnerships and integration between these platforms continue to grow, audiences can expect a wider-ranging and enhanced entertainment experience in the future.