Hyde, JTBC Broadcast After Coupang Play Pre-release
First Collaboration Between Coupang Play and Broadcasters... "Increased User Accessibility"
Tving Also Screens in Theaters... 'Multi-Platform' Strategy
Online video service (OTT) provider Coupang Play will have its self-produced drama aired on a broadcasting station. It appears that domestic OTTs are expanding their own content channels.
According to the industry on the 28th, Coupang Play's 'Coupang Play Series' drama 'Hyde' will also be released on the broadcasting station JTBC starting from the 23rd of next month. This is the first time Coupang Play has collaborated with a domestic broadcaster to provide content. The goal of the collaboration is to allow more users to access the content they have produced themselves.
A company official said, "Like the partnership between Coupang Play and JTBC, we will continue new channels and various forms of collaboration in the future."
Not only Coupang Play but other OTT providers are also diversifying the exposure of their self-produced content. TVING is adopting a 'multi-platform strategy' that airs TVING original content on other platforms while simultaneously diversifying exposure to draw users back to the OTT. The multi-platform strategy refers to releasing unique content created by OTT not only on OTT platforms but also through various platforms such as broadcasting channels and movie theaters. TVING plans to increase its intellectual property (IP) influence through this and attract users to the OTT based on it.
TVING held a special screening at CGV theaters from November 17 to 19 last year ahead of the release of part 1 (episodes 1 to 6) of the original series 'Unfortunate Day' on November 24, and also scheduled episodes 1 and 2 on the tvN channel. Wavve also had its original dramas 'Tracer Season 2,' 'Crisis X,' 'Weak Hero Class 1,' and 'National Investigation Headquarters,' while Watcha’s drama 'Today Might Be a Bit Spicy' and variety show 'The Goblin That Steals Wisdom' were rebroadcast on broadcasting stations.
Experts said that collaboration between OTTs and broadcasters is a strategy both industries can adopt to survive amid the exponential increase in content.
Professor Seo Yong-gu of the Department of Business Administration at Sookmyung Women’s University said, "Broadcasting stations are struggling to secure viewership due to the overwhelming amount of content, and OTTs are also saturated. In a situation where demand is not significantly increasing, collaboration between industries is a viable survival strategy."
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