Broadcasting vs. Streaming Evolution: How Terrestrial Platforms and New Streaming Giants Adapt to Change
Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with global streaming giants, Watcha, and domestic platforms being leading competitors. As media consumption habits evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is creating unique content and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with high mass appeal while maintaining classic narrative structures. In particular, they actively highlight star actors to boost ratings and produce television series that appeal to a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and network legacy, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with network television through read more various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate new genres and unique structures, prioritizing originality and artistry over mainstream success. Secondly, they provide tailored content 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 secure viewers not only within their region but also across different cultures. Through these methods, OTT services are redefining the market in ways different from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the streaming space, competition has intensified. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, providing their existing TV shows on online services. This effort helps maintain the influence of established TV channels while engaging modern audiences. Meanwhile, the growth of new media services is shifting audience preferences towards more user-controlled content access.
Conversely, streaming providers are also expanding their dominance by collaborating with terrestrial broadcasters. A leading global streaming giant has gained massive international recognition with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This synergy helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and seeking collaboration through their respective differentiation strategies. network-produced content maintain traditional genres and broad accessibility, whereas OTT services provide genre-defying and globally targeted content. As synergy and integration between these platforms continue to grow, audiences can expect a more diverse and elevated media landscape in the future.