Broadcasting vs. Digital Transition: How Legacy Networks and OTT Platforms Adapt to Change
Broadcasting vs. Digital Transition: How Legacy Networks and OTT Platforms Adapt to Change
Blog Article
Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are web-powered streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As media consumption habits evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is creating exclusive releases and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with broad audience reach while maintaining traditional storytelling methods. In particular, they actively highlight star actors to attract audience interest and produce narratives that appeal to a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their historical credibility and brand trust, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to explore different channels to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing approaches distinct from network-based television. Firstly, they actively embrace emerging trends and experimental formats, prioritizing creative risk-taking and narrative here depth over mainstream success. Secondly, they provide personalized selections that aligns with niche preferences, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to grow their fanbase not only within their region but also on a global scale. Through these approaches, OTT platforms are strengthening their competitiveness in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the digital entertainment industry, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing broadcast content on internet-based distribution channels. This initiative helps maintain the influence of established TV channels while expanding their digital reach. Meanwhile, the emergence of alternative digital platforms is changing consumer behavior towards more on-demand entertainment.
Conversely, OTT services are also expanding their dominance by partnering with terrestrial broadcasters. Netflix has gained worldwide success with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of traditional industry leaders. This synergy helps both parties maximize their potential, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, legacy TV series and OTT services are both fighting for dominance and finding common ground through their respective differentiation strategies. network-produced content maintain traditional genres and mass appeal, whereas OTT services provide experimental and globally targeted content. As synergy and cooperation between these platforms continue to develop, audiences can expect a richer and enhanced media landscape in the future.
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