Broadcasting vs. Digital Transition: How Terrestrial Platforms and OTT Platforms Redefine the Market
Broadcasting vs. Digital Transition: How Terrestrial Platforms and OTT Platforms Redefine the Market
Blog Article
Terrestrial dramas have long been established as popular TV programs, produced and broadcast through major network broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is developing unique content 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 classic narrative structures. In particular, they actively highlight star actors to attract audience interest and produce narratives that capture the interest of a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and network legacy, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing approaches distinct from network-based television. Firstly, they actively adopt emerging trends and unique structures, prioritizing artistic direction and cinematic quality over mass appeal. Secondly, they curate tailored content that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to grow their fanbase not only domestically but also across different cultures. Through these strategies, OTT platforms are building industry dominance in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the streaming space, competition has become fierce. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing broadcast content on digital platforms. This effort helps sustain the relevance of here legacy networks while attracting new viewership. Meanwhile, the emergence of alternative digital platforms is reshaping viewing habits towards more on-demand entertainment.
Conversely, streaming providers are also expanding their dominance by working alongside terrestrial broadcasters. Netflix has gained worldwide success with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of traditional industry leaders. This strategic alliance helps both parties leverage their advantages, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both competing and working together through their respective differentiation strategies. network-produced content maintain traditional genres and broad accessibility, whereas OTT services provide experimental and cross-border content. As strategic partnerships and integration between these platforms continue to grow, audiences can expect a wider-ranging and elevated content environment in the future.
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