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 as mainstream TV programs, produced and broadcast through major 후후티비2 network broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with global streaming giants, Watcha, and Wavve being representative examples. As viewing trends evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is producing original productions and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with high mass appeal while maintaining time-honored formats. In particular, they actively feature star actors to attract audience interest and produce narratives that resonate with a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and brand trust, they continue to deliver time-tested formulas, ensuring consistent success. 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 market by employing tactics distinct from network-based television. Firstly, they actively adopt emerging trends and innovative storytelling, prioritizing artistic direction and narrative depth over mass appeal. Secondly, they curate personalized selections that meets the needs of individual tastes, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to attract subscribers not only in their home country 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 legacy media companies increasingly expand into the streaming space, 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, distributing their existing broadcast content on online services. This initiative helps preserve the market presence of legacy networks while expanding their digital reach. Meanwhile, the growth of alternative digital platforms is changing consumer behavior towards more on-demand entertainment.
Conversely, streaming providers are also solidifying their influence by working alongside legacy content producers. Netflix has gained massive international recognition with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of traditional industry leaders. This strategic alliance 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, terrestrial dramas and OTT services are both competing and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain classic formats and general audience focus, whereas OTT services provide experimental and globally targeted content. As collaboration and integration between these platforms continue to expand, audiences can expect a more diverse and enhanced content environment in the future.
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