Broadcasting vs. Streaming Evolution: How Traditional Media and OTT Platforms Redefine the Market
Broadcasting vs. Streaming Evolution: How Traditional Media and OTT Platforms Redefine the Market
Blog Article
Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As media consumption habits evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is creating unique content and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with high mass appeal while maintaining traditional storytelling methods. In particular, they actively feature renowned leads to boost ratings and produce television series that capture the interest of a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and network legacy, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to find more ways to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing strategies distinct from network-based television. Firstly, they actively incorporate emerging trends and experimental formats, prioritizing artistic direction and artistry over broad popularity. Secondly, they provide personalized selections that meets the needs of individual tastes, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to grow their fanbase not only in their home country but also internationally. Through these strategies, OTT platforms are building industry dominance in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the streaming space, competition has become fierce. For instance, KBS and MBC operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing broadcast content on online services. This strategy helps preserve the market presence of traditional broadcasting platforms while engaging modern here audiences. Meanwhile, the growth of new media services is reshaping viewing habits towards more on-demand entertainment.
Conversely, digital platforms are also enhancing their competitiveness by collaborating with traditional TV networks. Netflix has gained massive international recognition with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of Korean TV networks. This collaboration helps both parties maximize their potential, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and general audience focus, whereas OTT services provide bold and internationally appealing content. As strategic partnerships and integration between these platforms continue to develop, audiences can expect a wider-ranging and elevated media landscape in the future.
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