Broadcasting vs. Digital Transition: How Terrestrial Platforms and Digital Broadcasters Redefine the Market
Broadcasting vs. Digital Transition: How Terrestrial Platforms and Digital Broadcasters Redefine the Market
Blog Article
Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are internet-based streaming platforms, with global streaming giants, Watcha, and Wavve being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is creating original productions and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with broad audience reach while maintaining classic narrative structures. In particular, they actively cast star actors to attract audience interest and produce television series that resonate with a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and established reputation, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing tactics distinct from network-based television. Firstly, they actively adopt emerging trends and experimental formats, prioritizing creative risk-taking and cinematic quality over broad popularity. Secondly, they curate tailored content that caters to niche preferences, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to grow their fanbase not only in their home country but also across different cultures. Through these strategies, OTT platforms are strengthening their competitiveness in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the streaming space, competition has escalated. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, making available their existing broadcast content on online services. This strategy helps sustain the relevance of traditional broadcasting platforms while attracting new viewership. Meanwhile, the rise of competing streaming networks is reshaping viewing habits towards more user-controlled content access.
Conversely, streaming providers are also expanding their dominance by working alongside legacy content producers. Netflix has gained worldwide success with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of Korean TV networks. This collaboration helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital here platforms continue to blur.
Ultimately, terrestrial dramas and OTT services are both competing and seeking collaboration through their respective market tactics. network-produced content maintain traditional genres and mass appeal, whereas OTT services provide genre-defying and globally targeted content. As strategic partnerships and integration between these platforms continue to grow, audiences can expect a richer and elevated media landscape in the future.
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