Broadcasting vs. Streaming Evolution: How Traditional Media and Digital Broadcasters Innovate

Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, Watcha, and Wavve being leading competitors. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is creating exclusive releases and employing adaptive strategies to stay ahead.

Differentiation Strategies of Terrestrial Dramas

Terrestrial broadcast series focus on providing content with widespread popularity while maintaining traditional storytelling methods. In particular, they actively highlight celebrity performers to boost ratings and produce narratives that appeal to a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience 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 distribution channels.

Differentiation Strategies of OTT Services

OTT providers are expanding their market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively embrace unconventional narratives and innovative storytelling, prioritizing originality and cinematic quality over mass appeal. Secondly, they provide tailored content that meets the needs of individual tastes, targeting niche audiences. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to secure viewers not only in their home country but also across different cultures. Through these approaches, OTT platforms are strengthening their competitiveness in ways different from legacy channels.

Competition and Collaboration Between Platforms

As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing TV shows on digital platforms. This strategy helps preserve the market presence of established TV channels while engaging modern audiences. Meanwhile, the emergence of alternative digital platforms is shifting audience preferences towards more flexible viewing options.

Conversely, OTT services are also enhancing their competitiveness by working alongside traditional TV networks. Netflix has gained worldwide success website with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This collaboration helps both parties maximize their potential, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to fade.

Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and working together through their respective unique approaches. network-produced content maintain established storytelling and broad accessibility, whereas OTT services provide bold and internationally appealing content. As collaboration and merging between these platforms continue to develop, audiences can expect a richer and enriched content environment in the future.