Broadcasting vs. Digital Transition: How Terrestrial Platforms and Digital Broadcasters Adapt to Change
Broadcasting vs. Digital Transition: How Terrestrial Platforms and Digital Broadcasters Adapt to Change
Blog Article
Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, regional streaming services, and Wavve being leading competitors. As audience preferences evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is creating unique content and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with broad audience reach while maintaining time-honored formats. In particular, they actively highlight celebrity performers to increase viewer engagement and produce television series that resonate with a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and network legacy, they continue to offer traditional stories, ensuring consistent success. This allows audiences to find more ways to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate emerging trends and experimental formats, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they curate personalized selections that aligns with niche preferences, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to attract subscribers not only domestically but also internationally. Through these strategies, OTT platforms are redefining the market in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the digital entertainment industry, competition has intensified. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and here 'wavve', respectively, providing their existing TV shows on digital platforms. This strategy helps preserve the market presence of legacy networks while attracting new viewership. Meanwhile, the growth of competing streaming networks is reshaping viewing habits towards more flexible viewing options.
Conversely, streaming providers are also enhancing their competitiveness by partnering with terrestrial broadcasters. A leading global streaming giant has gained worldwide success with K-content hits like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This strategic alliance helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, legacy TV series and OTT services are both competing and seeking collaboration through their respective market tactics. Terrestrial dramas maintain traditional genres and general audience focus, whereas digital platforms provide genre-defying and internationally appealing content. As synergy and integration between these platforms continue to grow, audiences can expect a richer and enriched entertainment experience in the future.
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