Broadcasting vs. Digital Transition: How Terrestrial Platforms and OTT Platforms Innovate
Broadcasting vs. Digital Transition: How Terrestrial Platforms and OTT Platforms Innovate
Blog Article
Terrestrial broadcast series have long been established as popular TV shows, produced and broadcast through terrestrial 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 intensified. Consequently, each platform is creating original productions and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with broad audience reach while maintaining classic narrative structures. In particular, they actively feature star actors to attract audience interest and produce narratives that appeal to a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their historical credibility and network legacy, they continue to offer traditional stories, ensuring reliable audience numbers. 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 subscriber base by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively embrace unconventional narratives and innovative storytelling, prioritizing creative risk-taking and artistry over broad popularity. Secondly, they curate personalized selections that aligns with individual tastes, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to grow their fanbase not only domestically but also across different cultures. Through these approaches, OTT services are building industry dominance in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the digital entertainment industry, competition has escalated. 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 broadcast content on online services. This initiative helps sustain the relevance of established TV channels while attracting new viewership. Meanwhile, the growth of competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, digital platforms are also expanding their dominance by partnering with terrestrial broadcasters. Netflix has gained a global following with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This strategic alliance helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and seeking collaboration through their respective market tactics. Terrestrial dramas maintain classic formats and mass appeal, whereas digital platforms provide bold and click here globally targeted content. As strategic partnerships and cooperation between these platforms continue to develop, audiences can expect a more diverse and elevated entertainment experience in the future.
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