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 dramas have long been established as popular TV programs, produced and broadcast through major network broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with Netflix, regional streaming services, and Wavve being leading competitors. As audience preferences evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is creating original productions and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with broad audience reach while maintaining classic narrative structures. In particular, they actively cast star actors to attract audience interest and produce narratives that capture the interest of a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and established reputation, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively adopt new genres and innovative storytelling, prioritizing creative risk-taking and artistry over mass appeal. Secondly, they curate personalized selections that meets the needs of niche preferences, targeting niche audiences. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to attract subscribers not only domestically but also internationally. Through these approaches, OTT services are strengthening their competitiveness in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the digital entertainment industry, competition has escalated. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing produced series on digital platforms. This initiative helps preserve the market presence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the growth of alternative digital platforms is changing consumer behavior towards more on-demand entertainment.
Conversely, OTT services are also expanding their dominance by working alongside terrestrial broadcasters. A website leading global streaming giant has gained a global following with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of Korean TV networks. This collaboration 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 streaming platforms are both rivaling each other and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and mass appeal, whereas OTT services provide genre-defying and globally targeted content. As collaboration and integration between these platforms continue to grow, audiences can expect a more diverse and elevated content environment in the future.
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