Broadcasting vs. Streaming Evolution: How Terrestrial Platforms and Digital Broadcasters Innovate
Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through traditional broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As media consumption habits evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is creating exclusive releases and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining time-honored formats. In particular, they actively feature renowned leads to boost ratings and produce narratives that capture the interest of a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and brand trust, they continue to present familiar content, ensuring consistent success. This allows audiences to explore different channels to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing tactics distinct from legacy media. Firstly, they actively embrace emerging trends and experimental formats, prioritizing originality and artistry over mass appeal. Secondly, they offer personalized selections that caters to individual tastes, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the global market, allowing them to attract subscribers not only domestically but also across different cultures. Through these methods, OTT platforms are building industry dominance in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the streaming space, 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 'MBC Digital', respectively, providing their existing TV shows on online services. This effort helps maintain the influence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the emergence of competing streaming networks is reshaping here viewing habits towards more user-controlled content access.
Conversely, digital platforms are also enhancing their competitiveness by collaborating with traditional TV networks. Netflix has gained worldwide success with K-content hits like 'Squid Game' 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 modern media continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both competing and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain classic formats and mass appeal, whereas OTT services provide experimental and cross-border content. As synergy and merging between these platforms continue to develop, audiences can expect a more diverse and elevated entertainment experience in the future.