Broadcasting vs. Digital Transition: How Terrestrial Platforms and OTT Platforms Redefine the Market
Broadcasting vs. Digital Transition: How Terrestrial Platforms and OTT Platforms Redefine the Market
Blog Article
Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As media consumption habits evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is developing unique content and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with broad audience reach while maintaining classic narrative structures. In particular, they actively cast celebrity performers to increase viewer engagement and produce narratives that resonate with a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and network legacy, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing tactics distinct from legacy media. Firstly, they actively here adopt new genres and experimental formats, prioritizing originality and narrative depth over broad popularity. Secondly, they curate tailored content that aligns with niche preferences, targeting unique fan bases. 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 across different cultures. Through these approaches, OTT services are redefining the market in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the streaming space, competition has become fierce. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing produced series on online services. This strategy helps preserve the market presence of legacy networks while expanding their digital reach. Meanwhile, the rise of alternative digital platforms is reshaping viewing habits towards more flexible viewing options.
Conversely, OTT services are also enhancing their competitiveness by collaborating with traditional TV networks. Netflix has gained massive international recognition with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This collaboration helps both parties leverage their advantages, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and broad accessibility, whereas OTT services provide genre-defying and cross-border content. As collaboration and merging between these platforms continue to expand, audiences can expect a wider-ranging and enriched content environment in the future.
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