Broadcasting vs. OTT Competition: How Legacy Networks and Digital Broadcasters Adapt to Change
Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, Watcha, and domestic platforms being leading competitors. As viewing trends evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is developing unique content and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with widespread popularity while maintaining traditional storytelling methods. In particular, they actively feature renowned leads to boost ratings and produce dramas that resonate with a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and brand trust, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to find more ways to engage with network television through various mediums.
Differentiation Strategies check here of OTT Services
OTT platforms are expanding their market by employing approaches distinct from legacy media. Firstly, they actively embrace emerging trends and unique structures, prioritizing originality and cinematic quality over mainstream success. Secondly, they offer tailored content that meets the needs of individual tastes, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to secure viewers not only domestically but also internationally. Through these approaches, OTT services are building industry dominance in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the digital entertainment industry, competition has intensified. For instance, KBS and MBC operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing TV shows on online services. This strategy helps sustain the relevance of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the emergence of new media services is shifting audience preferences towards more user-controlled content access.
Conversely, digital platforms are also expanding their dominance by partnering with terrestrial broadcasters. A leading global streaming giant has gained massive international recognition with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of Korean TV networks. This synergy helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and finding common ground through their respective market tactics. Terrestrial dramas maintain traditional genres and general audience focus, whereas digital platforms provide bold and globally targeted content. As strategic partnerships and cooperation between these platforms continue to expand, audiences can expect a wider-ranging and enhanced entertainment experience in the future.