Broadcasting vs. Digital Transition: How Terrestrial Platforms and OTT Platforms Adapt to Change
Terrestrial dramas have long been established as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, Watcha, and domestic platforms being leading competitors. As viewing trends evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is developing original productions and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining time-honored formats. In particular, they actively highlight star actors to boost ratings and produce dramas 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 offer traditional stories, 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 services are expanding their market by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively adopt emerging trends and unique structures, prioritizing originality and cinematic quality over mainstream success. Secondly, they provide customized programming that caters to individual tastes, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to secure viewers not only in their home country but also internationally. Through these approaches, OTT platforms are redefining the market in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the streaming space, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, making available their existing produced series on internet-based distribution channels. This effort helps preserve the market presence of legacy networks while expanding their digital reach. Meanwhile, the growth of new media services is changing consumer behavior towards more flexible viewing options.
Conversely, digital platforms are also expanding their dominance by working alongside traditional TV networks. A leading global streaming giant has gained massive international recognition with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This collaboration helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both competing and working together through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and broad accessibility, whereas OTT services provide experimental and globally targeted content. As strategic partnerships and merging between these platforms continue to expand, audiences can expect a wider-ranging and elevated media get more info landscape in the future.