Broadcasting vs. Digital Transition: How Legacy Networks and Digital Broadcasters Redefine the Market
Broadcasting vs. Digital Transition: How Legacy Networks and Digital Broadcasters Redefine the Market
Blog Article
Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, Watcha, and domestic platforms being leading competitors. As audience preferences evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is creating unique content and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with widespread popularity while maintaining time-honored formats. In particular, they actively cast celebrity performers to boost ratings and produce dramas that resonate with a diverse demographic, thereby securing a consistent fanbase. 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 explore different channels to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively adopt emerging trends and unique structures, prioritizing artistic direction and narrative depth over broad popularity. Secondly, they curate personalized selections that caters to specific interests, targeting niche here audiences. Lastly, they focus on producing multinational content aimed at the global market, allowing them to grow their fanbase not only in their home country but also across different cultures. Through these strategies, OTT platforms are redefining the market in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the OTT market, competition has become fierce. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, providing their existing broadcast content on internet-based distribution channels. This effort helps maintain the influence of established TV channels while engaging modern audiences. Meanwhile, the emergence of competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, streaming providers are also solidifying their influence by partnering with traditional TV networks. Netflix has gained a global following with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of Korean TV networks. This synergy helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and general audience focus, whereas OTT services provide genre-defying and cross-border content. As collaboration and cooperation between these platforms continue to develop, audiences can expect a wider-ranging and elevated content environment in the future.
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