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 popular TV programs, produced and broadcast through major network broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As audience preferences evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is producing unique content and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with broad audience reach while maintaining classic narrative structures. In particular, they actively feature celebrity performers to attract audience interest and produce narratives that appeal to a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their historical credibility and brand trust, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing strategies distinct from network-based television. Firstly, they actively embrace new genres and unique structures, prioritizing originality and artistry over broad popularity. Secondly, they provide customized programming 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 methods, OTT platforms are building industry dominance in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the OTT market, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, providing their existing broadcast content on digital platforms. This strategy helps maintain the influence of established TV channels while engaging modern audiences. Meanwhile, the rise of competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, streaming providers are also solidifying their influence by partnering with terrestrial broadcasters. A leading global streaming giant has gained a global following with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This collaboration helps both parties maximize their potential, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, legacy TV series and OTT services are both rivaling each other and seeking collaboration through their respective unique approaches. network-produced content maintain traditional genres and mass appeal, whereas digital platforms provide experimental and internationally appealing content. As strategic partnerships and cooperation between these platforms continue to grow, audiences can expect a wider-ranging and enriched content website environment in the future.
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