Broadcasting vs. Digital Transition: How Legacy Networks and OTT Platforms Innovate
Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is developing original productions and employing distinct strategies to strengthen its competitiveness.
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 feature celebrity performers to increase viewer engagement and produce television series that appeal to a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and network legacy, they continue to offer traditional stories, ensuring consistent success. This allows audiences to explore different channels to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively adopt unconventional narratives and innovative storytelling, prioritizing artistic direction and artistry over broad popularity. Secondly, they offer customized programming that caters to niche preferences, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the global market, allowing them to secure viewers not only in their home country but also across different cultures. Through these approaches, OTT platforms are strengthening their competitiveness in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the streaming space, competition has become fierce. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, making available their existing TV shows on digital platforms. This strategy helps preserve the market presence of legacy networks while engaging modern audiences. Meanwhile, the rise of new media services is shifting audience preferences towards more user-controlled content access.
Conversely, streaming providers are also solidifying their influence by collaborating with legacy content producers. Netflix has gained massive international recognition with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This synergy helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital website platforms continue to fade.
Ultimately, legacy TV series and OTT services are both competing and seeking collaboration through their respective unique approaches. Terrestrial dramas maintain established storytelling and general audience focus, whereas digital platforms provide bold and globally targeted content. As strategic partnerships and merging between these platforms continue to develop, audiences can expect a richer and elevated entertainment experience in the future.