Broadcasting vs. Digital Transition: How Legacy Networks and Digital Broadcasters Redefine the Market
Broadcasting vs. Digital Transition: How Legacy Networks and Digital Broadcasters Redefine the Market
Blog Article
Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are web-powered streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is creating unique content and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with widespread popularity while maintaining classic narrative structures. In particular, they actively highlight celebrity performers to increase viewer engagement and produce narratives that appeal to a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and established reputation, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to find more ways to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing strategies distinct from network-based television. Firstly, they actively embrace new genres and innovative storytelling, prioritizing creative risk-taking and cinematic quality over broad popularity. Secondly, they curate tailored content that caters to individual tastes, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to grow their fanbase not only within their region but also on a global scale. Through these approaches, OTT platforms are strengthening their competitiveness in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the streaming space, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing produced series on online services. This strategy helps preserve the market presence of established TV channels while expanding their digital reach. Meanwhile, the growth of competing streaming networks is changing consumer behavior towards more flexible viewing options.
Conversely, digital platforms are also expanding their dominance by collaborating with traditional TV networks. Netflix has gained worldwide success with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of Korean TV networks. This collaboration helps both parties leverage their advantages, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, legacy TV series and OTT services are both rivaling each other and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and broad accessibility, whereas OTT services provide bold and website internationally appealing content. As synergy and cooperation between these platforms continue to develop, audiences can expect a more diverse and enhanced entertainment experience in the future.
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