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 broadcast series have long been established as mainstream TV shows, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As media consumption habits evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is developing original productions and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with widespread popularity while maintaining traditional storytelling methods. In particular, they actively feature star actors to increase viewer engagement and produce dramas that appeal to a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and brand trust, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing tactics distinct from network-based television. Firstly, they actively adopt emerging trends and innovative storytelling, prioritizing artistic direction and artistry over mass appeal. Secondly, they provide customized programming that caters to specific interests, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to attract subscribers not only domestically but also on a global scale. Through these approaches, OTT services are redefining the market in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the digital entertainment industry, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing produced series on internet-based distribution channels. This initiative helps sustain the relevance of traditional broadcasting platforms while attracting new viewership. Meanwhile, the growth of new media services is shifting audience preferences towards more user-controlled content access.
Conversely, streaming providers are also solidifying their influence by partnering with legacy content producers. A leading global streaming giant has gained worldwide success with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging here the drama production capabilities of Korean TV networks. This strategic alliance helps both parties leverage their advantages, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and working together through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and mass appeal, whereas digital platforms provide experimental and cross-border content. As collaboration and integration between these platforms continue to grow, audiences can expect a more diverse and enriched media landscape in the future.
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