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 mainstream TV programs, 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 Wavve being representative examples. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is producing original productions and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining traditional storytelling methods. In particular, they actively feature star actors to attract audience interest and produce narratives that capture the interest of a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and network legacy, they continue to offer traditional stories, ensuring stable viewership ratings. 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 influence by employing approaches distinct from network-based television. Firstly, they actively incorporate unconventional narratives and innovative storytelling, prioritizing originality and artistry over broad popularity. Secondly, they curate personalized selections that caters to specific interests, targeting niche audiences. 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 strategies, OTT platforms are strengthening their competitiveness in ways different from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the streaming space, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing broadcast content on online services. This effort helps maintain the influence of legacy networks while engaging modern audiences. Meanwhile, the rise of alternative digital platforms is changing consumer behavior towards more on-demand entertainment.
Conversely, OTT services are also enhancing their competitiveness by working alongside terrestrial broadcasters. A leading global streaming giant has gained a global following with Korean dramas like 'Squid Game' get more info 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, terrestrial dramas and OTT services are both fighting for dominance and seeking collaboration through their respective unique approaches. Terrestrial dramas maintain traditional genres and broad accessibility, whereas OTT services provide bold and globally targeted content. As strategic partnerships and cooperation between these platforms continue to expand, audiences can expect a richer and elevated media landscape in the future.
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