Broadcasting vs. Digital Transition: How Traditional Media and New Streaming Giants Adapt to Change
Broadcasting vs. Digital Transition: How Traditional Media and New Streaming Giants Adapt to Change
Blog Article
Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through traditional broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is developing exclusive releases and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with high mass appeal while maintaining classic narrative structures. In particular, they actively feature celebrity performers to increase viewer engagement and produce television series that capture the interest of a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and brand trust, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively embrace unconventional narratives and unique structures, prioritizing creative risk-taking and cinematic quality over mainstream success. Secondly, they curate tailored content that meets the needs of niche preferences, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the global market, allowing them to secure viewers not only in their home country but also internationally. Through these methods, OTT services are building industry dominance in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the OTT market, competition has become fierce. For instance, KBS and a long-established broadcaster operate website their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing produced series on digital platforms. This strategy helps preserve the market presence of established TV channels while attracting new viewership. Meanwhile, the growth of competing streaming networks is changing consumer behavior towards more flexible viewing options.
Conversely, streaming providers are also solidifying their influence by partnering with traditional TV networks. A leading global streaming giant has gained worldwide success with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of traditional industry leaders. This collaboration helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and working together through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and general audience focus, whereas OTT services provide bold and cross-border content. As strategic partnerships and merging between these platforms continue to develop, audiences can expect a wider-ranging and enhanced entertainment experience in the future.
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