Broadcasting vs. OTT Competition: How Legacy Networks and Digital Broadcasters Adapt to Change
Terrestrial dramas have long been established as popular TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As media consumption habits evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is creating original productions and employing 후후티비 우회 differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with widespread popularity while maintaining time-honored formats. In particular, they actively feature celebrity performers to increase viewer engagement and produce television series that capture the interest of a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and established reputation, they continue to offer traditional stories, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing approaches distinct from network-based television. Firstly, they actively incorporate new genres and innovative storytelling, prioritizing originality and narrative depth over broad popularity. Secondly, they offer tailored content that caters to 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 domestically but also internationally. Through these strategies, OTT platforms are redefining the market in ways different from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the digital entertainment industry, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing TV shows on digital platforms. This strategy helps maintain the influence of established TV channels while engaging modern audiences. Meanwhile, the emergence of alternative digital platforms is reshaping viewing habits towards more flexible viewing options.
Conversely, OTT services are also solidifying their influence by collaborating with traditional TV networks. Netflix has gained a global following with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of traditional industry leaders. This strategic alliance helps both parties leverage their advantages, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and OTT services are both competing and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain classic formats and mass appeal, whereas digital platforms provide experimental and internationally appealing content. As synergy and integration between these platforms continue to expand, audiences can expect a wider-ranging and enhanced content environment in the future.