Broadcasting vs. Digital Transition: How Traditional Media and Digital Broadcasters Redefine the Market
Broadcasting vs. Digital Transition: How Traditional Media and Digital Broadcasters Redefine the Market
Blog Article
Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is creating unique content and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with broad audience reach while maintaining classic narrative structures. In particular, they actively cast star actors to increase viewer engagement and produce television series 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 deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing tactics distinct from legacy media. Firstly, they actively embrace new genres and innovative storytelling, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they offer tailored content that caters to individual tastes, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the global market, allowing them to attract subscribers not only in their home country but also on a global scale. Through these methods, OTT platforms are redefining the market in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the streaming space, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, distributing their existing broadcast content on digital platforms. This effort helps preserve the market presence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the growth of competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, digital platforms are also solidifying their influence by working alongside legacy content producers. Netflix has gained massive international recognition with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of traditional industry leaders. This collaboration helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, legacy TV series and OTT services are both rivaling each other and working together through their respective unique approaches. Terrestrial dramas maintain traditional genres and mass appeal, whereas OTT services provide bold and here cross-border content. As synergy and merging between these platforms continue to grow, audiences can expect a richer and enhanced media landscape in the future.
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