Broadcasting vs. Streaming Evolution: How Terrestrial Platforms and OTT Platforms Adapt to Change
Broadcasting vs. Streaming Evolution: How Terrestrial Platforms and OTT Platforms Adapt to Change
Blog Article
Terrestrial dramas have long been established as popular TV shows, produced and broadcast through traditional broadcasting stations. In contrast, online services are internet-based streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is developing original productions and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with widespread popularity while maintaining traditional storytelling methods. In particular, they actively feature star actors to attract audience interest and produce dramas that appeal to a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and network legacy, they continue to present familiar content, ensuring consistent success. This allows audiences to explore different channels to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing strategies distinct from network-based television. Firstly, they actively adopt unconventional narratives and innovative storytelling, prioritizing originality and cinematic quality over mainstream success. Secondly, they curate personalized selections that meets the needs of individual tastes, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the global market, allowing them to attract subscribers not only in their home country but also internationally. Through these approaches, OTT platforms are strengthening their competitiveness in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the streaming space, competition has intensified. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'wavve', respectively, making available their existing produced series on online services. This effort helps maintain the influence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the growth of competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, OTT services are also enhancing their competitiveness by collaborating with traditional TV networks. Netflix has gained massive international recognition with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of Korean TV networks. This synergy helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and seeking collaboration through their respective differentiation strategies. network-produced content maintain established storytelling and general audience focus, whereas digital platforms provide genre-defying and internationally appealing website content. As strategic partnerships and merging between these platforms continue to grow, audiences can expect a richer and elevated entertainment experience in the future.
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