Broadcasting vs. Digital Transition: How Legacy Networks and OTT Platforms Innovate
Broadcasting vs. Digital Transition: How Legacy Networks and OTT Platforms Innovate
Blog Article
Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are internet-based streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is creating original productions and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with high mass appeal while maintaining classic narrative structures. In particular, they actively highlight renowned leads to attract audience interest and more info produce television series that capture the interest of a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and network legacy, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to find more ways to engage with network television through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively embrace unconventional narratives and experimental formats, prioritizing artistic direction and artistry over mass appeal. Secondly, they offer customized programming that aligns with niche preferences, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to grow their fanbase not only within their region but also across different cultures. Through these approaches, OTT services are building industry dominance in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the digital entertainment industry, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, distributing their existing broadcast content on digital platforms. This strategy helps sustain the relevance of legacy networks while expanding their digital reach. Meanwhile, the rise of competing streaming networks is shifting audience preferences towards more user-controlled content access.
Conversely, digital platforms are also solidifying their influence by collaborating with legacy content producers. A leading global streaming giant has gained worldwide success with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards 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 continue to fade.
Ultimately, terrestrial dramas and OTT services are both competing and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and general audience focus, whereas OTT services provide bold and internationally appealing content. As collaboration and merging between these platforms continue to expand, audiences can expect a more diverse and enriched entertainment experience in the future.
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