Broadcasting vs. Digital Transition: How Traditional Media and New Streaming Giants Innovate
Terrestrial broadcast series have long been established as widely recognized TV shows, produced and get more info broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As viewing trends evolve, competition between terrestrial dramas and OTT services has become fierce. 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 broad audience reach while maintaining time-honored formats. In particular, they actively feature celebrity performers to attract audience interest and produce television series that appeal to a diverse demographic, thereby securing a consistent fanbase. 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 long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing approaches distinct from network-based television. Firstly, they actively embrace new genres and unique structures, prioritizing creative risk-taking and artistry over mass appeal. Secondly, they provide personalized selections that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing international releases aimed at the expanding international scene, 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 distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the streaming space, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, making available their existing TV shows on internet-based distribution channels. This strategy helps maintain the influence of established TV channels while expanding their digital reach. Meanwhile, the emergence of new media services is changing consumer behavior towards more on-demand entertainment.
Conversely, streaming providers are also solidifying their influence by working alongside terrestrial broadcasters. A leading global streaming giant has gained a global following with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This synergy 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 fade.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and working together through their respective market tactics. Terrestrial dramas maintain traditional genres and general audience focus, whereas OTT services provide bold and internationally appealing content. As collaboration and merging between these platforms continue to grow, audiences can expect a more diverse and enriched entertainment experience in the future.