Broadcasting vs. Digital Transition: How Traditional Media and OTT Platforms Innovate
Broadcasting vs. Digital Transition: How Traditional Media and OTT Platforms Innovate
Blog Article
Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, 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 developing unique content and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining time-honored formats. In particular, they actively highlight celebrity performers to boost ratings and produce narratives that capture the interest of a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and network legacy, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing tactics distinct from network-based television. Firstly, they actively adopt emerging trends and experimental formats, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they curate customized programming that caters to individual tastes, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to secure viewers not only domestically but also internationally. Through these strategies, OTT services are strengthening their competitiveness in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the digital entertainment industry, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', read more respectively, making available their existing TV shows on digital platforms. This effort helps sustain the relevance of legacy networks while expanding their digital reach. Meanwhile, the emergence of alternative digital platforms is reshaping viewing habits towards more flexible viewing options.
Conversely, streaming providers are also enhancing their competitiveness by partnering with terrestrial broadcasters. A leading global streaming giant has gained massive international recognition with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This collaboration helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, legacy TV series and streaming platforms are both competing and seeking collaboration through their respective unique approaches. Terrestrial dramas maintain traditional genres and general audience focus, whereas OTT services provide experimental and internationally appealing content. As synergy and integration between these platforms continue to grow, audiences can expect a more diverse and enriched media landscape in the future.
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