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 broadcast series have long been established as mainstream TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are web-powered streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is developing original productions and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with widespread popularity while maintaining classic narrative structures. In particular, they actively feature star actors to increase viewer engagement and produce narratives that resonate with a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and established reputation, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing tactics distinct from network-based television. Firstly, they actively incorporate new genres and experimental formats, prioritizing originality and artistry over broad popularity. Secondly, they offer personalized selections that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to attract subscribers not only within their region but also across different cultures. Through these strategies, OTT platforms are redefining the market in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the OTT market, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' website and 'MBC Digital', respectively, distributing their existing produced series on online services. This effort helps maintain the influence of traditional broadcasting platforms 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 collaborating with terrestrial broadcasters. Netflix has gained worldwide success with K-content hits like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This strategic alliance helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both competing and finding common ground through their respective differentiation strategies. network-produced content maintain established storytelling and broad accessibility, whereas OTT services provide bold and globally targeted content. As synergy and merging between these platforms continue to expand, audiences can expect a wider-ranging and enriched entertainment experience in the future.
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