Broadcasting vs. Digital Transition: How Traditional Media and OTT Platforms Adapt to Change
Broadcasting vs. Digital Transition: How Traditional Media and OTT Platforms Adapt to Change
Blog Article
Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As media consumption habits evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is developing original productions and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining traditional storytelling methods. In particular, they actively cast celebrity performers to boost ratings and produce television series that capture the interest of 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 stable viewership ratings. This allows audiences to find more ways to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing approaches distinct from network-based television. Firstly, they actively incorporate new genres and unique structures, prioritizing here creative risk-taking and artistry over broad popularity. Secondly, they offer customized programming that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to attract subscribers not only in their home country but also across different cultures. Through these strategies, OTT services are redefining the market in ways different from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the streaming space, competition has become fierce. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'wavve', respectively, making available their existing TV shows on digital platforms. This strategy helps sustain the relevance of established TV channels while engaging modern audiences. Meanwhile, the rise of alternative digital platforms is changing consumer behavior towards more on-demand entertainment.
Conversely, OTT services are also expanding their dominance by working alongside terrestrial broadcasters. Netflix has gained a global following with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of traditional industry leaders. This strategic alliance helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and finding common ground through their respective differentiation strategies. network-produced content maintain classic formats and general audience focus, whereas digital platforms provide experimental and cross-border content. As strategic partnerships and cooperation between these platforms continue to develop, audiences can expect a richer and enriched entertainment experience in the future.
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