Broadcasting vs. Streaming Evolution: How Legacy Networks and OTT Platforms Redefine the Market
Broadcasting vs. Streaming Evolution: How Legacy Networks and OTT Platforms Redefine the Market
Blog Article
Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through traditional broadcasting stations. In contrast, online services are web-powered streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As media consumption habits evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is creating original productions and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining time-honored formats. In particular, they actively cast star actors to boost ratings and produce television series that resonate with a diverse demographic, thereby here securing a consistent fanbase. Additionally, leveraging their decades of industry presence and network legacy, they continue to offer traditional stories, ensuring reliable audience numbers. 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 subscriber base by employing strategies distinct from legacy media. Firstly, they actively embrace unconventional narratives and unique structures, prioritizing artistic direction and cinematic quality over mass appeal. Secondly, they curate tailored content that aligns with specific interests, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to secure viewers not only in their home country but also across different cultures. Through these strategies, OTT services are building industry dominance in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the digital entertainment industry, competition has intensified. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, making available their existing produced series on internet-based distribution channels. This initiative helps sustain the relevance of established TV channels while attracting new viewership. Meanwhile, the growth of alternative digital platforms is shifting audience preferences towards more flexible viewing options.
Conversely, streaming providers are also solidifying their influence by working alongside terrestrial broadcasters. A leading global streaming giant has gained worldwide success with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of traditional industry leaders. This collaboration helps both parties leverage their advantages, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and working together through their respective unique approaches. Terrestrial dramas maintain traditional genres and mass appeal, whereas OTT services provide genre-defying and globally targeted content. As strategic partnerships and integration between these platforms continue to grow, audiences can expect a more diverse and enhanced entertainment experience in the future.
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