Broadcasting vs. Streaming Evolution: How Legacy Networks and New Streaming Giants Adapt to Change
Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are internet-based streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is producing original productions and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with broad audience reach while maintaining traditional storytelling methods. In particular, they actively highlight star actors to increase viewer engagement and produce narratives that appeal to a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and established reputation, they continue to offer traditional stories, ensuring consistent success. This allows audiences to find more ways to engage read more with network television through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively adopt unconventional narratives and experimental formats, prioritizing artistic direction and cinematic quality over mainstream success. Secondly, they curate customized programming that meets the needs of specific interests, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the global market, allowing them to secure viewers not only within their region but also internationally. Through these approaches, OTT services are building industry dominance in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the OTT market, competition has intensified. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing broadcast content on digital platforms. This strategy helps sustain the relevance of traditional broadcasting platforms while attracting new viewership. Meanwhile, the growth of competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, digital platforms are also solidifying their influence by collaborating with legacy content producers. A leading global streaming giant has gained worldwide success with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This collaboration helps both parties maximize their potential, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, legacy TV series and OTT services are both competing and seeking collaboration through their respective differentiation strategies. network-produced content maintain established storytelling and broad accessibility, whereas digital platforms provide genre-defying and cross-border content. As synergy and cooperation between these platforms continue to grow, audiences can expect a more diverse and enriched content environment in the future.