Broadcasting vs. Streaming Evolution: How Terrestrial Platforms and New Streaming Giants Redefine the Market
Broadcasting vs. Streaming Evolution: How Terrestrial Platforms and New Streaming Giants Redefine the Market
Blog Article
Terrestrial dramas have long been established as popular TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is producing original productions and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with widespread popularity while maintaining traditional storytelling methods. In particular, they actively cast celebrity performers to boost ratings and produce dramas that capture the interest of a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and brand trust, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively adopt emerging trends and innovative storytelling, prioritizing artistic direction and narrative depth over mass appeal. Secondly, they offer tailored content that caters to specific interests, targeting niche audiences. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to grow their fanbase not only within their region but also on a global scale. Through these approaches, OTT platforms are building industry dominance in ways different from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing TV shows on digital platforms. This initiative helps preserve the market presence of established TV channels while engaging modern audiences. Meanwhile, the rise of new media services is shifting audience preferences towards more flexible viewing options.
Conversely, OTT services are also solidifying their influence by working alongside traditional TV networks. A leading global streaming giant has gained massive international recognition with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of Korean TV networks. This synergy helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, legacy TV series and OTT services are both rivaling each other and seeking collaboration through their respective unique approaches. network-produced content maintain traditional genres and broad accessibility, whereas OTT services provide genre-defying and cross-border content. As collaboration and cooperation between these platforms continue to develop, audiences can expect a more diverse here and elevated media landscape in the future.
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