Broadcasting vs. Digital Transition: How Terrestrial Platforms and Digital Broadcasters Adapt to Change
Broadcasting vs. Digital Transition: How Terrestrial Platforms and Digital Broadcasters Adapt to Change
Blog Article
Terrestrial dramas have long been established as popular TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As media consumption habits evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is developing original productions and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining classic narrative structures. In particular, they actively highlight renowned leads to boost ratings and produce narratives that capture the interest of a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and brand trust, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing approaches distinct from network-based television. Firstly, they actively adopt emerging trends and unique structures, prioritizing originality and artistry over broad popularity. Secondly, they offer customized programming that caters to specific interests, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to grow their fanbase not only domestically but also internationally. Through these methods, OTT services are redefining the market in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the OTT market, competition has become fierce. For instance, one of Korea’s leading networks 후후티비 최신 and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing broadcast content on internet-based distribution channels. This effort helps preserve the market presence of legacy networks while attracting new viewership. Meanwhile, the emergence of alternative digital platforms is shifting audience preferences towards more flexible viewing options.
Conversely, digital platforms are also solidifying their influence by working alongside traditional TV networks. A leading global streaming giant has gained massive international recognition with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of terrestrial broadcasters. This strategic alliance helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain classic formats and general audience focus, whereas OTT services provide genre-defying and internationally appealing content. As strategic partnerships and merging between these platforms continue to grow, audiences can expect a richer and enhanced content environment in the future.
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