Broadcasting vs. Digital Transition: How Legacy Networks and Digital Broadcasters Redefine the Market
Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with Netflix, Watcha, and domestic platforms being leading competitors. As viewing trends evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is producing original productions and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining classic narrative structures. In particular, they actively feature renowned leads to attract audience interest and produce television series that resonate with a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and established reputation, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to find more ways to engage with network here television through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing approaches distinct from legacy media. Firstly, they actively incorporate unconventional narratives and innovative storytelling, prioritizing artistic direction and narrative depth over mass appeal. Secondly, they offer personalized selections that meets the needs of niche preferences, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to grow their fanbase not only domestically but also across different cultures. Through these approaches, OTT services are strengthening their competitiveness in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the streaming space, competition has escalated. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, distributing their existing produced series on digital platforms. This effort helps sustain the relevance of legacy networks while expanding their digital reach. Meanwhile, the emergence of new media services is shifting audience preferences towards more on-demand entertainment.
Conversely, digital platforms are also enhancing their competitiveness by working alongside traditional TV networks. Netflix has gained a global following with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of traditional industry leaders. This collaboration helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, legacy TV series and OTT services are both competing and seeking collaboration through their respective market tactics. Terrestrial dramas maintain traditional genres and broad accessibility, whereas OTT services provide genre-defying and cross-border content. As collaboration and merging between these platforms continue to grow, audiences can expect a more diverse and elevated entertainment experience in the future.