Broadcasting vs. Digital Transition: How Legacy Networks and OTT Platforms Innovate
Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As media consumption habits evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is creating original productions and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with broad audience reach while maintaining traditional storytelling methods. In particular, they actively cast star actors to attract audience interest and produce narratives that capture the interest of a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their historical credibility and network legacy, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to find more ways to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate unconventional narratives and experimental formats, prioritizing originality and artistry over broad popularity. Secondly, they provide customized programming that aligns with individual tastes, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to attract subscribers not only domestically website but also on a global scale. Through these methods, OTT services are strengthening their competitiveness in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the digital entertainment industry, competition has intensified. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing produced series on online services. This initiative helps preserve the market presence of legacy networks while attracting new viewership. Meanwhile, the rise of competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, OTT services are also solidifying their influence by partnering with legacy content producers. Netflix has gained a global following with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of Korean TV networks. This strategic alliance helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and working together through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and mass appeal, whereas OTT services provide experimental and internationally appealing content. As strategic partnerships and merging between these platforms continue to develop, audiences can expect a more diverse and enhanced media landscape in the future.