Broadcasting vs. Streaming Evolution: How Traditional Media and OTT Platforms Innovate
Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through traditional broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, Watcha, and Wavve being leading competitors. As audience preferences evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is developing exclusive releases and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with widespread popularity while maintaining classic narrative structures. In particular, they actively highlight renowned leads to increase viewer engagement and produce television series that appeal to a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and established reputation, they continue to offer traditional stories, ensuring consistent success. This allows audiences to have multiple options to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively adopt new genres and unique structures, prioritizing creative risk-taking and cinematic quality over mainstream success. Secondly, they provide personalized selections that meets the needs of individual tastes, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the global market, allowing them to grow their fanbase not only within their 후후티비 region but also on a global scale. Through these approaches, OTT services are building industry dominance in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the OTT market, competition has escalated. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing produced series on online services. This strategy helps preserve the market presence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the emergence of alternative digital platforms is shifting audience preferences towards more flexible viewing options.
Conversely, streaming providers are also solidifying their influence by collaborating with terrestrial broadcasters. Netflix has gained massive international recognition with K-content hits like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This synergy helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and working together through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and general audience focus, whereas OTT services provide experimental and internationally appealing content. As strategic partnerships and merging between these platforms continue to expand, audiences can expect a wider-ranging and enriched content environment in the future.