Broadcasting vs. Digital Transition: How Traditional Media and OTT Platforms Innovate
Broadcasting vs. Digital Transition: How Traditional Media and OTT Platforms Innovate
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 Wavve being representative examples. As audience preferences evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is developing original productions and employing distinct strategies to strengthen its competitiveness.
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 attract audience interest and produce dramas that capture the interest of a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their historical credibility and established reputation, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing strategies distinct from network-based television. Firstly, they actively adopt unconventional narratives and experimental formats, prioritizing creative risk-taking and narrative depth over mass appeal. Secondly, they offer customized programming that aligns with niche preferences, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to secure viewers not only in their home country but also internationally. Through these approaches, OTT platforms are redefining the market in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the OTT market, competition has intensified. For instance, KBS and a long-established broadcaster operate their own OTT 후후티비 services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing TV shows on online services. This strategy helps sustain the relevance of legacy networks while expanding their digital reach. Meanwhile, the growth of alternative digital platforms is changing consumer behavior towards more on-demand entertainment.
Conversely, streaming providers are also solidifying their influence by collaborating with traditional TV networks. Netflix has gained a global following with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This synergy helps both parties complement each other’s strengths, fostering a more dynamic industry. 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 working together through their respective unique approaches. network-produced content maintain classic formats and general audience focus, whereas digital platforms provide bold and cross-border content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a richer and enriched entertainment experience in the future.
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