Broadcasting vs. Streaming Evolution: How Traditional Media and Digital Broadcasters Adapt to Change
Broadcasting vs. Streaming Evolution: How Traditional Media and Digital Broadcasters Adapt to Change
Blog Article
Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As audience website preferences evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is creating unique content and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with broad audience reach while maintaining time-honored formats. In particular, they actively feature renowned leads to increase viewer engagement and produce dramas that resonate with 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 consistent success. This allows audiences to have multiple options to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing tactics distinct from network-based television. Firstly, they actively adopt unconventional narratives and unique structures, prioritizing originality and artistry over mass appeal. Secondly, they offer customized programming that meets the needs of niche preferences, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to secure viewers not only in their home country but also across different cultures. Through these approaches, OTT services are strengthening their competitiveness in ways different from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the OTT market, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBSon' and 'wavve', respectively, distributing their existing produced series on internet-based distribution channels. This strategy helps sustain the relevance of established TV channels while attracting new viewership. Meanwhile, the growth of new media services is changing consumer behavior towards more flexible viewing options.
Conversely, OTT services are also expanding their dominance by working alongside 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 terrestrial broadcasters. This collaboration helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and seeking collaboration through their respective market tactics. Terrestrial dramas maintain classic formats and general audience focus, whereas digital platforms provide genre-defying and globally targeted content. As collaboration and integration between these platforms continue to develop, audiences can expect a richer and elevated content environment in the future.
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