Broadcasting vs. Digital Transition: How Legacy Networks and OTT Platforms Adapt to Change
Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and Wavve being leading competitors. As media consumption habits evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is creating unique content and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining traditional storytelling methods. In particular, they actively cast renowned leads to attract audience interest and produce television series that appeal to a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their historical credibility and brand trust, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively embrace new genres and experimental formats, prioritizing artistic direction and artistry over mainstream success. Secondly, they curate personalized selections that caters to niche preferences, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to secure viewers not only in their home country but also internationally. Through these strategies, OTT services are strengthening their competitiveness in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the digital entertainment industry, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own OTT services, 후후티비 새주소 'KBSon' and 'MBC Digital', respectively, providing their existing produced series on digital platforms. This effort helps preserve the market presence of established TV channels while attracting new viewership. Meanwhile, the rise of competing streaming networks is reshaping viewing habits towards more on-demand entertainment.
Conversely, streaming providers are also expanding their dominance by collaborating with legacy content producers. A leading global streaming giant has gained a global following with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This strategic alliance 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 unique approaches. network-produced content maintain established storytelling and mass appeal, whereas digital platforms provide bold and internationally appealing content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a more diverse and elevated entertainment experience in the future.