Broadcasting vs. Digital Transition: How Legacy Networks and OTT Platforms Redefine the Market
Broadcasting vs. Digital Transition: How Legacy Networks and OTT Platforms Redefine the Market
Blog Article
Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top website (OTT) services are web-powered streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is creating original productions and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining classic narrative structures. In particular, they actively highlight celebrity performers to boost ratings and produce dramas that appeal to a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and established reputation, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively adopt unconventional narratives and experimental formats, prioritizing creative risk-taking and cinematic quality over broad popularity. Secondly, they offer customized programming that meets the needs of niche preferences, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the global market, allowing them to secure viewers not only domestically but also across different cultures. Through these approaches, OTT services are redefining the market in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the digital entertainment industry, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing TV shows on internet-based distribution channels. This initiative helps sustain the relevance of established TV channels while expanding their digital reach. Meanwhile, the growth of new media services is reshaping viewing habits towards more flexible viewing options.
Conversely, OTT services are also expanding their dominance by collaborating with legacy content producers. Netflix has gained a global following with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This synergy helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, legacy TV series and OTT services are both fighting for dominance and working together through their respective market tactics. network-produced content maintain traditional genres and mass appeal, whereas OTT services provide bold and internationally appealing content. As strategic partnerships and integration between these platforms continue to develop, audiences can expect a richer and enriched media landscape in the future.
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