OTT dramas now airing on broadcast TV: A win-win or a sign of decline?

Dramas like Disney+'s 'A Shop for Killers' and TVING's 'Dear X' are now appearing on broadcast television, a growing trend in South Korea. MBC recently began airing 'A Shop for Killers' in its Friday-Saturday drama slot. The action series, which premiered on Disney+ in January, has received international acclaim, including being named one of The New York Times' best TV shows and a top Korean drama by TIME magazine.

MBC has previously broadcasted other successful Disney+ series, such as 'Moving' and 'Casino,' both of which achieved a peak viewership rating of 4.8%. Coupang Play's football entertainment show 'Shooting Star' was also aired by the network last year. TVING's original drama 'Dear X,' which first streamed in November, is now being broadcast on tvN.

Apple TV+'s 'Pachinko' Season 2 also began airing on tvN in June. The historical drama, based on Min Jin Lee's novel, follows a Korean family across generations. It has garnered significant international praise, including the Critics' Choice Award for Best Foreign Language Series in 2023. Speculation suggests 'Pachinko' might have been a replacement for the uncertain tvN project 'Second Signal.'

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It seems like a strategy adopted because it's burdensome to produce original dramas but they still need to air them. The status of broadcasters is changing from primary channels for dramas to secondary ones, much like how movies are re-released in theaters.

This 'first on OTT, then broadcast' strategy is becoming common because it offers advantages to both broadcasters and streaming services. Broadcasters can air proven content, saving on production costs and potentially boosting ratings. For OTT platforms, broadcasting on TV channels can attract new viewers, including older demographics or those without subscriptions.

However, this trend also raises concerns about the shifting power dynamic in the content industry, with the focus moving from broadcasters to OTT platforms. While it offers universal access to content, some experts worry it could lead to a decline in broadcasters' own production capabilities. The increasing reliance on previously streamed content might redefine the role of traditional broadcasters from primary content creators to secondary distributors.

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From the perspective of universal viewing for those who couldn't access OTT dramas under the subscription economy, it's a meaningful phenomenon. However, there's a possibility that the role of broadcasters themselves will shrink to that of streaming platforms. If that happens, the broadcasters' own production capabilities will inevitably decline.