Broadcasting vs. Digital Transition: How Terrestrial Platforms and Digital Broadcasters Adapt to Change
Broadcasting vs. Digital Transition: How Terrestrial Platforms and Digital Broadcasters Adapt to Change
Blog Article
Terrestrial dramas have long been established as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As viewing trends evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is creating exclusive releases and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with broad audience reach while maintaining traditional storytelling methods. In particular, they actively feature celebrity performers to boost website ratings and produce dramas that appeal to a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and brand trust, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing approaches distinct from network-based television. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing originality and narrative depth over mass appeal. Secondly, they offer customized programming that meets the needs of individual tastes, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to attract subscribers not only domestically but also on a global scale. Through these strategies, OTT platforms are strengthening their competitiveness in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, distributing their existing produced series on digital platforms. This initiative helps maintain the influence of legacy networks while attracting new viewership. Meanwhile, the rise of new media services is changing consumer behavior towards more flexible viewing options.
Conversely, streaming providers are also enhancing their competitiveness by working alongside terrestrial broadcasters. A leading global streaming giant has gained a global following with K-content hits 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 distinction between traditional and modern media continue to fade.
Ultimately, terrestrial dramas and OTT services are both competing and working together through their respective unique approaches. Terrestrial dramas maintain classic formats and mass appeal, whereas OTT services provide experimental and internationally appealing content. As collaboration and merging between these platforms continue to expand, audiences can expect a richer and elevated entertainment experience in the future.
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