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 broadcast series have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is developing unique content and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with high mass appeal while maintaining classic narrative structures. In particular, they actively cast star actors to attract audience interest and produce television series that capture the interest of a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and network legacy, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing tactics distinct from network-based television. Firstly, they actively embrace unconventional narratives and innovative storytelling, prioritizing artistic direction and cinematic quality over mass appeal. Secondly, they offer tailored content that aligns with individual tastes, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to grow their fanbase not only in their home country 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 major TV networks increasingly expand into the streaming space, competition has intensified. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, providing their existing broadcast content on online services. This strategy helps preserve the market presence of legacy networks here while expanding their digital reach. Meanwhile, the growth of new media services is changing consumer behavior towards more user-controlled content access.
Conversely, OTT services are also solidifying their influence by partnering with traditional TV networks. Netflix has gained worldwide success with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of Korean TV networks. This synergy helps both parties maximize their potential, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and working together through their respective differentiation strategies. network-produced content maintain traditional genres and general audience focus, whereas OTT services provide bold and globally targeted content. As strategic partnerships and merging between these platforms continue to grow, audiences can expect a richer and elevated entertainment experience in the future.
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