Broadcasting vs. Digital Transition: How Traditional Media and Digital Broadcasters Redefine the Market
Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through traditional broadcasting stations. In contrast, online services are web-powered streaming platforms, with Netflix, regional streaming services, and Wavve being leading competitors. As viewing trends evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is creating unique content and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with widespread popularity while maintaining time-honored formats. In particular, they actively highlight celebrity performers to increase viewer engagement and produce dramas that appeal to a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and brand trust, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to find more ways to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively adopt new genres and innovative storytelling, prioritizing artistic direction and artistry over mainstream success. Secondly, they provide personalized selections that aligns with specific interests, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to secure viewers not only within their region but also on a global scale. Through these methods, OTT services are redefining the market in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the digital entertainment industry, competition has escalated. 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, making available their existing produced series on digital platforms. This strategy helps preserve the market presence of established TV channels while expanding their digital reach. Meanwhile, the emergence of alternative digital platforms is reshaping viewing habits towards more flexible viewing options.
Conversely, OTT services are also enhancing their competitiveness by working alongside legacy content producers. Netflix has gained worldwide success with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This strategic alliance helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the boundaries between network TV 후후티비2 and streaming continue to blur.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and working together through their respective differentiation strategies. network-produced content maintain traditional genres and general audience focus, whereas digital platforms provide experimental and globally targeted content. As strategic partnerships and integration between these platforms continue to grow, audiences can expect a richer and enriched entertainment experience in the future.