Broadcasting vs. Digital Transition: How Terrestrial Platforms and New Streaming Giants Innovate
Broadcasting vs. Digital Transition: How Terrestrial Platforms and New Streaming Giants Innovate
Blog Article
Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As media consumption habits evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is developing website exclusive releases and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining time-honored formats. In particular, they actively highlight star actors to increase viewer engagement and produce television series that appeal to a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and brand trust, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing strategies distinct from legacy media. Firstly, they actively embrace new genres and innovative storytelling, prioritizing originality and cinematic quality over mass appeal. Secondly, they offer customized programming that aligns with individual tastes, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to attract subscribers not only within their region but also internationally. Through these approaches, OTT platforms are building industry dominance in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the OTT market, competition has intensified. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, providing their existing TV shows on digital platforms. This strategy helps sustain the relevance of legacy networks while engaging modern audiences. Meanwhile, the emergence of new media services is reshaping viewing habits towards more flexible viewing options.
Conversely, streaming providers are also enhancing their competitiveness by partnering with traditional TV networks. Netflix has gained worldwide success with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. This collaboration 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 blur.
Ultimately, legacy TV series and OTT services are both rivaling each other and finding common ground through their respective market tactics. Terrestrial dramas maintain classic formats and broad accessibility, whereas digital platforms provide experimental and globally targeted content. As strategic partnerships and cooperation between these platforms continue to expand, audiences can expect a richer and enriched media landscape in the future.
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