Broadcasting vs. Digital Transition: How Legacy Networks and OTT Platforms Redefine the Market
Broadcasting vs. Digital Transition: How Legacy Networks and OTT Platforms Redefine the Market
Blog Article
Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is producing original productions and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with widespread popularity while maintaining classic narrative structures. In particular, they actively feature celebrity performers to boost ratings and produce dramas that capture the interest of a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and network legacy, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to find more ways to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing tactics distinct from legacy media. Firstly, they actively adopt unconventional narratives and innovative storytelling, prioritizing originality and artistry over mainstream success. Secondly, they offer personalized selections that aligns with 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 within their region but also across different cultures. Through these strategies, OTT platforms are strengthening their competitiveness in ways different from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the OTT market, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, making available their existing broadcast content on online services. This effort helps maintain the influence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the growth of alternative digital platforms is changing consumer behavior towards more user-controlled content access.
Conversely, OTT services are also enhancing their competitiveness by collaborating with traditional TV networks. Netflix has gained a global following with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama 후후티비 대체 production capabilities of Korean TV networks. This strategic alliance helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, legacy TV series and OTT services are both rivaling each other and seeking collaboration through their respective market tactics. network-produced content maintain traditional genres and general audience focus, whereas OTT services provide genre-defying and cross-border content. As strategic partnerships and integration between these platforms continue to grow, audiences can expect a wider-ranging and elevated media landscape in the future.
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