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 broadcast series have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is creating original productions and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining traditional storytelling methods. In particular, they actively cast celebrity performers to boost ratings and produce dramas that appeal to a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and network legacy, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing approaches distinct from legacy media. Firstly, they actively adopt new genres and unique structures, prioritizing creative risk-taking and artistry over broad popularity. Secondly, they curate tailored content that caters to specific interests, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to secure viewers not only in their home country but also on a global scale. Through these methods, OTT services are strengthening their competitiveness in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the OTT market, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, providing their existing produced series on online services. This effort helps sustain the relevance of legacy networks while attracting new viewership. Meanwhile, the growth of new media services is reshaping viewing habits towards more on-demand entertainment.
Conversely, digital platforms are also expanding their dominance by collaborating with legacy content producers. Netflix has gained worldwide success with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality here filming standards of Korean TV networks. This collaboration helps both parties maximize their potential, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, legacy TV series and OTT services are both rivaling each other and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and mass appeal, whereas OTT services provide genre-defying and globally targeted content. As synergy and integration between these platforms continue to expand, audiences can expect a richer and enriched media landscape in the future.
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