Broadcasting vs. Digital Transition: How Legacy Networks and New Streaming Giants Redefine the Market
Broadcasting vs. Digital Transition: How Legacy Networks and New Streaming Giants Redefine the Market
Blog Article
Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As audience preferences evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is creating exclusive releases and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus here on providing content with high mass appeal while maintaining traditional storytelling methods. In particular, they actively cast celebrity performers to attract audience interest and produce television series that appeal to a diverse demographic, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and brand trust, 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 providers are expanding their market by employing tactics distinct from network-based television. Firstly, they actively embrace new genres and unique structures, prioritizing artistic direction and narrative depth over mainstream success. Secondly, they provide customized programming that aligns with specific interests, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to grow their fanbase not only in their home country but also internationally. Through these strategies, OTT services are strengthening their competitiveness in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the OTT market, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, distributing their existing broadcast content on online services. This strategy helps sustain the relevance of legacy networks while engaging modern audiences. Meanwhile, the emergence of competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, streaming providers are also enhancing their competitiveness by partnering with traditional TV networks. A leading global streaming giant has gained massive international recognition with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of Korean TV networks. This strategic alliance helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and seeking collaboration through their respective market tactics. Terrestrial dramas maintain traditional genres and mass appeal, whereas OTT services provide bold and cross-border content. As strategic partnerships and merging between these platforms continue to expand, audiences can expect a richer and enhanced media landscape in the future.
Report this page