Broadcasting vs. Digital Transition: How Terrestrial Platforms and New Streaming Giants Redefine the Market
Broadcasting vs. Digital Transition: How Terrestrial Platforms and New Streaming Giants Redefine the Market
Blog Article
Terrestrial dramas have long been established here as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As audience preferences evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is producing unique content and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with widespread popularity while maintaining time-honored formats. In particular, they actively feature star actors to attract audience interest and produce narratives that capture the interest of a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their historical credibility and established reputation, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate new genres and experimental formats, prioritizing originality and artistry over mass appeal. Secondly, they curate customized programming that caters to niche preferences, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to attract subscribers not only within their region but also across different cultures. Through these methods, OTT services are redefining the market in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into 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 'wavve', respectively, distributing their existing broadcast content on internet-based distribution channels. This initiative helps preserve the market presence of established TV channels while expanding their digital reach. Meanwhile, the emergence of competing streaming networks is shifting audience preferences towards more user-controlled content access.
Conversely, digital platforms are also expanding their dominance by collaborating with legacy content producers. Netflix has gained a global following with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of traditional industry leaders. This collaboration helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, legacy TV series and OTT services are both competing and seeking collaboration through their respective differentiation strategies. network-produced content maintain traditional genres and general audience focus, whereas digital platforms provide bold and cross-border content. As strategic partnerships and cooperation between these platforms continue to expand, audiences can expect a more diverse and elevated entertainment experience in the future.
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