Broadcasting vs. Digital Transition: How Legacy Networks and OTT Platforms Adapt to Change
Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is developing exclusive releases and employing differentiated strategies to stay ahead.
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 highlight celebrity performers to increase viewer engagement and produce television series that capture the interest of a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and established reputation, they continue to present familiar content, ensuring consistent success. This allows audiences to have multiple options to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing strategies distinct from network-based television. Firstly, they actively incorporate new genres and experimental formats, prioritizing originality and cinematic quality over mass appeal. Secondly, they offer personalized selections that caters to niche preferences, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to attract subscribers not only within their region but also across different cultures. Through these methods, OTT platforms are building industry dominance in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the digital entertainment industry, competition has escalated. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'wavve', respectively, making available their existing broadcast content on internet-based distribution channels. This initiative helps maintain the influence of legacy networks while attracting new viewership. Meanwhile, the growth of new media services is shifting audience preferences towards more user-controlled content access.
Conversely, digital platforms are also solidifying their influence by collaborating with terrestrial broadcasters. Netflix has gained massive international recognition with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This strategic alliance helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the distinction between traditional and more info modern media continue to blur.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and seeking collaboration through their respective differentiation strategies. network-produced content maintain traditional genres and general audience focus, whereas OTT services provide experimental and globally targeted content. As strategic partnerships and cooperation between these platforms continue to expand, audiences can expect a wider-ranging and elevated media landscape in the future.