Broadcasting vs. Digital Transition: How Traditional Media and Digital Broadcasters Adapt to Change
Terrestrial dramas have long been established as popular TV shows, produced and broadcast through traditional broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is producing exclusive releases and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with widespread popularity while maintaining time-honored formats. In particular, they actively cast celebrity performers to boost ratings and produce television series that appeal to a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their historical credibility and brand trust, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing tactics distinct from network-based television. Firstly, they actively embrace emerging trends and unique structures, prioritizing artistic direction and cinematic quality over mass appeal. Secondly, they provide personalized selections that meets the needs of niche preferences, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to secure viewers not only domestically but also across different cultures. Through these methods, OTT services are redefining the market in ways here different from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the OTT market, competition has intensified. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, distributing their existing produced series on digital platforms. This effort helps maintain the influence of legacy networks while attracting new viewership. Meanwhile, the emergence of new media services is shifting audience preferences towards more flexible viewing options.
Conversely, digital platforms are also expanding their dominance by partnering with terrestrial broadcasters. Netflix has gained worldwide success with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This synergy helps both parties leverage their advantages, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, legacy TV series and OTT services are both fighting for dominance and seeking collaboration through their respective unique approaches. network-produced content maintain classic formats and mass appeal, whereas digital platforms provide experimental and internationally appealing content. As collaboration and integration between these platforms continue to develop, audiences can expect a wider-ranging and elevated content environment in the future.