Broadcasting vs. Digital Transition: How Terrestrial Platforms and OTT Platforms Innovate
Broadcasting vs. Digital Transition: How Terrestrial Platforms and OTT Platforms Innovate
Blog Article
Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are web-powered streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is creating exclusive releases and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with broad audience reach while maintaining traditional storytelling methods. In particular, they actively cast renowned leads to attract audience interest and produce narratives that capture the interest of a broad spectrum of viewers, thereby read more securing a consistent fanbase. Additionally, leveraging their historical credibility and network legacy, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing tactics distinct from network-based television. Firstly, they actively incorporate emerging trends and experimental formats, prioritizing originality and narrative depth over mainstream success. Secondly, they curate tailored content that caters to specific interests, targeting niche audiences. Lastly, they focus on producing international releases aimed at the global market, allowing them to grow their fanbase not only domestically but also across different cultures. Through these strategies, OTT services are redefining the market in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the OTT market, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing broadcast content on internet-based distribution channels. This initiative helps sustain the relevance of legacy networks while attracting new viewership. Meanwhile, the emergence of alternative digital platforms is changing consumer behavior towards more flexible viewing options.
Conversely, digital platforms are also expanding their dominance by partnering with traditional TV networks. Netflix has gained a global following with K-content hits like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This collaboration helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and seeking collaboration through their respective differentiation strategies. network-produced content maintain classic formats and broad accessibility, whereas OTT services provide bold and internationally appealing content. As strategic partnerships and merging between these platforms continue to develop, audiences can expect a more diverse and elevated content environment in the future.
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