Broadcasting vs. Digital Transition: How Legacy Networks and Digital Broadcasters Innovate
Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is producing exclusive releases and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with high mass appeal while maintaining traditional storytelling methods. In particular, they actively highlight renowned leads to boost ratings and produce narratives that resonate with a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and network legacy, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to find more ways to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively embrace new genres and experimental formats, prioritizing creative risk-taking and artistry over mass appeal. Secondly, they provide customized programming that aligns with niche preferences, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to attract subscribers not only within their region but also internationally. Through these approaches, OTT platforms are redefining the market in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the streaming space, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, distributing their existing TV shows on online services. This effort helps maintain the influence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the growth of competing streaming networks is reshaping viewing habits towards more user-controlled content access.
Conversely, digital platforms are also expanding their dominance by working alongside legacy content producers. Netflix has gained massive international recognition with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of Korean TV networks. This strategic alliance helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, legacy TV series and website OTT services are both fighting for dominance and working together through their respective market tactics. network-produced content maintain traditional genres and broad accessibility, whereas OTT services provide bold and globally targeted content. As synergy and merging between these platforms continue to develop, audiences can expect a richer and elevated media landscape in the future.