Broadcasting vs. Streaming Evolution: How Traditional Media and Digital Broadcasters Adapt to Change
Broadcasting vs. Streaming Evolution: How Traditional Media and Digital Broadcasters Adapt to Change
Blog Article
Terrestrial dramas have long been established as popular TV programs, produced and broadcast through major network broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is developing unique content and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining classic narrative structures. In particular, they actively feature celebrity performers to boost ratings and produce narratives that capture the interest of a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and established reputation, they continue to offer traditional stories, ensuring consistent success. This allows audiences to find more ways to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate new genres and unique structures, prioritizing artistic direction and cinematic quality over mainstream success. Secondly, they offer customized programming that meets the needs of individual tastes, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to secure viewers not only domestically but also across different cultures. Through these strategies, OTT services are building industry dominance in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the streaming space, competition has become fierce. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, providing their existing broadcast content on internet-based distribution channels. This strategy helps maintain the influence of legacy networks while attracting new viewership. Meanwhile, the emergence of competing streaming networks is shifting audience preferences towards more user-controlled content access.
Conversely, digital platforms are also enhancing their competitiveness by partnering with terrestrial broadcasters. Netflix has gained worldwide success with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This strategic alliance helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming website continue to become less defined.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and working together through their respective differentiation strategies. network-produced content maintain established storytelling and general audience focus, whereas digital platforms provide genre-defying and internationally appealing content. As strategic partnerships and cooperation between these platforms continue to grow, audiences can expect a wider-ranging and enriched content environment in the future.
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