Broadcasting vs. Streaming Evolution: How Traditional Media and New Streaming Giants Innovate
Broadcasting vs. Streaming Evolution: How Traditional Media and New Streaming Giants Innovate
Blog Article
Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through traditional 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 exclusive releases and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining classic narrative structures. In particular, they actively feature star actors to attract audience interest and produce television series that appeal to a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and established reputation, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing tactics distinct from network-based television. Firstly, they actively adopt new genres and innovative storytelling, prioritizing creative risk-taking and narrative depth over mainstream success. Secondly, they provide personalized selections that meets the needs of specific interests, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to grow their fanbase not only within their region but also internationally. Through these strategies, OTT services here are redefining the market in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the OTT market, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, providing their existing produced series on internet-based distribution channels. This strategy helps maintain the influence of legacy networks while attracting new viewership. Meanwhile, the emergence of alternative digital platforms is changing consumer behavior towards more user-controlled content access.
Conversely, OTT services are also expanding their dominance by partnering with legacy content producers. Netflix has gained a global following with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This synergy helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and working together through their respective differentiation strategies. network-produced content maintain classic formats and mass appeal, whereas digital platforms provide bold and globally targeted content. As synergy and merging between these platforms continue to expand, audiences can expect a richer and enriched content environment in the future.
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