Broadcasting vs. OTT Competition: How Traditional Media and Digital Broadcasters Adapt to Change
Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with global streaming giants, Watcha, and domestic platforms being leading competitors. As audience preferences evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is developing unique content and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining classic narrative structures. In particular, they actively cast celebrity performers to increase viewer engagement and produce narratives that capture the interest of a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and brand trust, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to find more ways to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing tactics distinct from network-based television. Firstly, they actively embrace new genres and experimental formats, prioritizing artistic direction and narrative depth over mass appeal. Secondly, they offer personalized selections that aligns with individual tastes, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to grow their fanbase not only within their region but also internationally. Through these methods, OTT services are strengthening their competitiveness in ways distinct from conventional TV networks.
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 a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing produced series on digital platforms. This effort helps maintain the influence of established TV channels while attracting new viewership. Meanwhile, the growth of new media services is shifting audience preferences towards more on-demand entertainment.
Conversely, OTT services are also solidifying their influence by partnering with terrestrial broadcasters. Netflix has gained worldwide success with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of terrestrial broadcasters. This collaboration helps both parties maximize their potential, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, legacy TV series and OTT services are both fighting for dominance and working together through their respective unique approaches. Terrestrial dramas maintain classic formats and broad 후후티비2 accessibility, whereas digital platforms provide bold and globally targeted content. As synergy and cooperation between these platforms continue to develop, audiences can expect a richer and enriched content environment in the future.