Broadcasting vs. Streaming Evolution: How Legacy Networks and New Streaming Giants Innovate
Broadcasting vs. Streaming Evolution: How Legacy Networks and New Streaming Giants Innovate
Blog Article
Terrestrial dramas have long been established as popular TV programs, produced and broadcast through major network broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, Watcha, and Wavve being representative examples. As media consumption habits evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is creating unique content and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining time-honored formats. In particular, they actively feature celebrity performers to boost ratings and produce dramas that appeal to a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and brand trust, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with traditional content 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 incorporate unconventional narratives and innovative storytelling, prioritizing creative risk-taking and narrative depth over mass appeal. Secondly, they curate tailored content that caters to specific interests, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to grow their fanbase not only within their region but also internationally. Through these methods, OTT platforms are strengthening their competitiveness in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the OTT market, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, making available their existing broadcast content on internet-based distribution channels. This strategy helps maintain the influence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the growth of competing streaming networks is changing consumer behavior towards more flexible viewing options.
Conversely, digital platforms are also solidifying their influence by working alongside legacy content producers. A leading global streaming giant has gained massive international recognition with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This collaboration 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 competing and seeking collaboration through their respective market tactics. Terrestrial dramas maintain traditional genres and general audience focus, whereas digital platforms provide bold and globally targeted content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a wider-ranging and elevated entertainment website experience in the future.
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