Broadcasting vs. Digital Transition: How Traditional Media and Digital Broadcasters Redefine the Market
Broadcasting vs. Digital Transition: How Traditional Media and Digital Broadcasters Redefine the Market
Blog Article
Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is creating exclusive releases and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with widespread popularity while maintaining classic narrative structures. In particular, they actively highlight renowned leads to increase viewer engagement and produce dramas that appeal to a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and network legacy, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to find more ways to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing strategies distinct from legacy media. Firstly, they actively adopt unconventional narratives and unique structures, prioritizing artistic direction and cinematic quality over mass appeal. Secondly, they provide customized programming that meets the needs of specific interests, targeting unique fan bases. Lastly, they more info focus on producing multinational content aimed at the expanding international scene, allowing them to grow their fanbase not only domestically but also internationally. Through these methods, OTT services are redefining the market in ways different from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the OTT market, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing broadcast content on internet-based distribution channels. This initiative helps sustain the relevance of legacy networks while expanding their digital reach. Meanwhile, the emergence of alternative digital platforms is changing consumer behavior towards more flexible viewing options.
Conversely, OTT services are also enhancing their competitiveness by partnering with terrestrial broadcasters. Netflix has gained a global following with K-content hits like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This strategic alliance helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and OTT services are both competing and finding common ground through their respective unique approaches. Terrestrial dramas maintain classic formats and mass appeal, whereas digital platforms provide bold and cross-border content. As strategic partnerships and integration between these platforms continue to expand, audiences can expect a wider-ranging and enriched entertainment experience in the future.
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