Broadcasting vs. Digital Transition: How Terrestrial Platforms and New Streaming Giants Adapt to Change
Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As media consumption habits evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is creating exclusive releases and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with high mass appeal while maintaining time-honored formats. In particular, they actively feature celebrity performers to increase viewer engagement and produce television series that resonate with a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and established reputation, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate emerging trends and unique structures, prioritizing originality and cinematic quality over broad popularity. Secondly, they curate tailored content that meets the needs of individual tastes, targeting unique fan bases. 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 strategies, OTT platforms are building industry dominance in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the OTT market, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, providing their existing TV shows on online services. This effort helps maintain the influence of traditional broadcasting platforms while expanding their here digital reach. Meanwhile, the rise of new media services is changing consumer behavior towards more user-controlled content access.
Conversely, streaming providers are also expanding their dominance by collaborating with traditional TV networks. Netflix has gained a global following with K-content hits like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This collaboration 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 become less defined.
Ultimately, legacy TV series and OTT services are both rivaling each other and working together through their respective unique approaches. network-produced content maintain traditional genres and mass appeal, whereas digital platforms provide experimental and internationally appealing content. As strategic partnerships and integration between these platforms continue to expand, audiences can expect a wider-ranging and enriched content environment in the future.