Broadcasting vs. Streaming Evolution: How Traditional Media and OTT Platforms Innovate
Broadcasting vs. Streaming Evolution: How Traditional Media and OTT Platforms Innovate
Blog Article
Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, regional streaming services, and Wavve being leading competitors. As media consumption habits evolve, competition between network-produced series and OTT services 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 traditional storytelling methods. In particular, they actively feature renowned leads to increase viewer engagement and produce dramas that capture the interest of a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and brand trust, they continue to offer traditional stories, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing approaches distinct from legacy media. Firstly, they actively adopt unconventional narratives and experimental formats, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they curate personalized selections that caters to specific interests, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the global market, allowing them to attract subscribers not only in their home country but also across different cultures. Through these methods, OTT services are strengthening their competitiveness in ways different from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, making available their existing broadcast content on digital platforms. This effort helps sustain the relevance of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the emergence of new media services is reshaping viewing habits towards more flexible viewing options.
Conversely, digital platforms are also expanding their dominance by partnering with legacy content producers. Netflix has gained massive international recognition with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This synergy helps here both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to fade.
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 mass appeal, whereas digital platforms provide experimental and cross-border content. As synergy and integration between these platforms continue to expand, audiences can expect a wider-ranging and enriched content environment in the future.
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