Broadcasting vs. Digital Transition: How Legacy Networks and Digital Broadcasters Adapt to Change
Broadcasting vs. Digital Transition: How Legacy Networks and Digital Broadcasters Adapt to Change
Blog Article
Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is developing unique content and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with widespread popularity while maintaining time-honored formats. In particular, they actively highlight renowned leads to increase viewer engagement and produce narratives that capture the interest of a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and brand trust, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate new genres and experimental formats, prioritizing creative risk-taking and narrative depth over mass appeal. Secondly, they curate tailored content that meets the needs of niche preferences, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to secure viewers not only domestically but also on a global scale. Through these approaches, OTT platforms are redefining the market in ways different from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the streaming space, competition has intensified. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, making available their existing broadcast content on online services. This strategy helps preserve the market presence of legacy networks while expanding their digital reach. Meanwhile, the rise of competing streaming networks is shifting audience preferences towards more on-demand entertainment.
Conversely, OTT services are also expanding their dominance by working alongside traditional TV networks. Netflix has gained a global following with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This collaboration helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and finding common ground through their respective market tactics. Terrestrial dramas maintain traditional genres and mass appeal, whereas OTT services provide bold and internationally appealing content. As synergy and 후후티비 우회 cooperation between these platforms continue to develop, audiences can expect a more diverse and enhanced media landscape in the future.
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