Broadcasting vs. Streaming Evolution: How Terrestrial Platforms and Digital Broadcasters Redefine the Market
Broadcasting vs. Streaming Evolution: How Terrestrial Platforms and Digital Broadcasters Redefine the Market
Blog Article
Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is developing exclusive releases and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with widespread popularity while maintaining traditional storytelling methods. In particular, they actively cast celebrity performers to increase viewer engagement and produce dramas that resonate with a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and network legacy, they continue to present familiar content, ensuring consistent success. This allows audiences to explore different channels to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing strategies distinct from legacy media. Firstly, they actively embrace unconventional narratives and unique structures, prioritizing artistic direction and cinematic quality over mainstream success. Secondly, they curate personalized selections that caters to individual tastes, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to secure viewers not only in their home country but also internationally. Through these approaches, OTT services are redefining the market in ways different from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the OTT market, competition has escalated. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing broadcast content on internet-based distribution channels. This strategy helps maintain the influence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the emergence of new media services is shifting audience preferences towards more on-demand entertainment.
Conversely, OTT services are also expanding their dominance by working alongside traditional TV networks. A leading global streaming giant has gained worldwide success with K-content hits like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This strategic alliance helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain classic formats and general audience focus, here whereas OTT services provide genre-defying and cross-border content. As synergy and merging between these platforms continue to grow, audiences can expect a more diverse and enhanced media landscape in the future.
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