Broadcasting vs. Digital Transition: How Traditional Media and New Streaming Giants Innovate
Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As media consumption habits evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is developing original productions and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with widespread popularity while maintaining classic narrative structures. In particular, they actively feature star actors to increase viewer engagement and produce television series that appeal to a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and brand trust, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate unconventional narratives and experimental formats, prioritizing artistic direction and narrative depth over mass appeal. Secondly, they provide tailored content that caters to individual tastes, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to grow their fanbase not only within their region but also internationally. Through these methods, OTT services are building industry dominance in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the OTT market, competition has escalated. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, providing their existing produced series on internet-based distribution channels. This initiative helps preserve the market presence of legacy networks while engaging modern audiences. Meanwhile, the growth of alternative digital platforms is shifting audience preferences towards more on-demand entertainment.
Conversely, OTT services are also solidifying their influence by collaborating with terrestrial broadcasters. Netflix has gained worldwide success with K-content hits like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This synergy helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, legacy read more TV series and OTT services are both rivaling each other and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain classic formats and general audience focus, whereas OTT services provide experimental and globally targeted content. As strategic partnerships and merging between these platforms continue to develop, audiences can expect a richer and enriched content environment in the future.