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 widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, Watcha, and Wavve being representative examples. As media consumption habits evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is developing unique content and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining classic narrative structures. In particular, they actively highlight celebrity performers to attract audience interest and produce dramas that capture the interest of a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and established reputation, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to find more ways to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing strategies distinct from legacy media. Firstly, they actively adopt new genres and experimental formats, prioritizing artistic direction and narrative depth over broad popularity. Secondly, they provide personalized selections that meets the needs of individual tastes, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to secure viewers not only domestically but also across here different cultures. Through these methods, OTT platforms are redefining the market in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the OTT market, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing produced series on internet-based distribution channels. This effort helps preserve the market presence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the growth of competing streaming networks is reshaping viewing habits towards more on-demand entertainment.
Conversely, digital platforms are also solidifying their influence by collaborating with traditional TV networks. Netflix has gained a global following with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This synergy helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and seeking collaboration through their respective differentiation strategies. network-produced content maintain established storytelling and general audience focus, whereas OTT services provide experimental and globally targeted content. As synergy and merging between these platforms continue to develop, audiences can expect a wider-ranging and elevated entertainment experience in the future.
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