Broadcasting vs. Streaming Evolution: How Terrestrial Platforms and OTT Platforms Adapt to Change
Broadcasting vs. Streaming Evolution: How Terrestrial Platforms and OTT Platforms Adapt to Change
Blog Article
Terrestrial dramas have long been established as popular TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are web-powered streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is creating original productions and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with high mass appeal while maintaining classic narrative structures. In particular, they actively cast renowned leads to increase viewer engagement and produce television series that appeal to a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence here and brand trust, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate unconventional narratives and innovative storytelling, prioritizing artistic direction and artistry over broad popularity. Secondly, they offer tailored content that caters to specific interests, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the global market, allowing them to grow their fanbase not only within their region but also on a global scale. Through these methods, OTT services are strengthening their competitiveness in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the digital entertainment industry, competition has intensified. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing broadcast content on internet-based distribution channels. This effort helps sustain the relevance of legacy networks while engaging modern audiences. Meanwhile, the emergence of new media services is reshaping viewing habits towards more user-controlled content access.
Conversely, digital platforms are also expanding their dominance by partnering with traditional TV networks. Netflix has gained massive international recognition with K-content hits like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of Korean TV networks. This strategic alliance helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, terrestrial dramas and OTT services are both competing and working together through their respective market tactics. Terrestrial dramas maintain established storytelling and broad accessibility, whereas OTT services provide genre-defying and cross-border content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a more diverse and elevated entertainment experience in the future.
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