Broadcasting vs. Streaming Evolution: How Legacy Networks and Digital Broadcasters Redefine the Market
Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As media consumption habits evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is producing unique content and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with broad audience reach while maintaining classic narrative structures. In particular, they actively feature celebrity performers to boost ratings and produce television series that resonate with a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and established reputation, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing more info strategies distinct from legacy media. Firstly, they actively adopt emerging trends and innovative storytelling, prioritizing artistic direction and narrative depth over broad popularity. Secondly, they provide tailored content that meets the needs of specific interests, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to attract subscribers not only in their home country but also on a global scale. Through these methods, OTT platforms are redefining the market in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, providing their existing TV shows on online services. This initiative helps preserve the market presence of established TV channels while engaging modern audiences. Meanwhile, the emergence of competing streaming networks is changing consumer behavior towards more on-demand entertainment.
Conversely, digital platforms are also solidifying their influence by partnering with terrestrial broadcasters. Netflix has gained a global following with K-content hits like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This synergy helps both parties maximize their potential, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and working together through their respective market tactics. Terrestrial dramas maintain traditional genres and general audience focus, whereas OTT services provide experimental and internationally appealing content. As strategic partnerships and integration between these platforms continue to grow, audiences can expect a richer and elevated content environment in the future.