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 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 Wavve being representative examples. As audience preferences evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is developing original productions and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining traditional storytelling methods. In particular, they actively cast renowned leads to boost ratings and produce dramas that resonate with a wide range of age groups, thereby securing a consistent fanbase. 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 network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing strategies distinct from network-based television. Firstly, they actively incorporate unconventional narratives and experimental formats, prioritizing artistic direction and cinematic quality over broad popularity. Secondly, they provide 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 on a global scale. Through these methods, OTT platforms are building industry dominance in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the OTT market, competition has become fierce. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, distributing their existing produced series on digital platforms. This effort helps sustain the relevance of established TV channels while expanding their digital reach. Meanwhile, the emergence of alternative digital platforms is shifting audience preferences towards more user-controlled content access.
Conversely, streaming providers are also solidifying their influence by partnering with terrestrial broadcasters. Netflix has gained a global following with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of traditional industry leaders. 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 fade.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and finding common ground through their respective differentiation strategies. network-produced content maintain established storytelling and mass appeal, whereas digital platforms provide genre-defying and internationally appealing content. As strategic partnerships and 후후티비 integration between these platforms continue to develop, audiences can expect a more diverse and enriched media landscape in the future.
Report this page