Broadcasting vs. OTT Competition: How Traditional Media and Digital Broadcasters Innovate
Terrestrial broadcast series have long been established as popular TV shows, produced and broadcast through traditional broadcasting stations. In contrast, online services are internet-based streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is creating unique content and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with broad audience reach while maintaining classic narrative structures. In particular, they actively feature celebrity performers to boost ratings and produce narratives that resonate with a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and established reputation, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively adopt unconventional narratives and innovative storytelling, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they offer tailored content that caters to specific interests, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to attract subscribers not only domestically but also across different cultures. Through these strategies, OTT services are redefining the market in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing broadcast content on internet-based distribution channels. This strategy helps maintain the influence of legacy networks while engaging modern audiences. Meanwhile, the growth of new media services is shifting audience preferences towards more on-demand entertainment.
Conversely, streaming providers are 후후티비 최신 also expanding their dominance by working alongside traditional TV networks. Netflix has gained massive international recognition with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of traditional industry leaders. This synergy 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 streaming platforms are both competing and seeking collaboration through their respective differentiation strategies. network-produced content maintain traditional genres and general audience focus, whereas digital platforms provide bold and internationally appealing content. As collaboration and merging between these platforms continue to grow, audiences can expect a richer and elevated content environment in the future.