Broadcasting vs. Streaming Evolution: How Legacy Networks and OTT Platforms Redefine the Market
Broadcasting vs. Streaming Evolution: How Legacy Networks and OTT Platforms Redefine the Market
Blog Article
Terrestrial dramas have long been established as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with global streaming giants, Watcha, and Wavve being representative examples. As viewing trends evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is producing exclusive releases and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining time-honored formats. In particular, get more info they actively feature renowned leads to boost ratings and produce narratives that resonate with a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and brand trust, they continue to present familiar content, ensuring consistent success. This allows audiences to explore different channels to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing strategies distinct from network-based television. Firstly, they actively incorporate unconventional narratives and innovative storytelling, prioritizing artistic direction and narrative depth over broad popularity. Secondly, they curate personalized selections that aligns with niche preferences, targeting specialized demographics. 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 internationally. Through these methods, OTT platforms are redefining the market in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the OTT market, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, making available their existing produced series on digital platforms. This initiative helps maintain the influence of legacy networks while expanding their digital reach. Meanwhile, the growth of competing streaming networks is shifting audience preferences towards more user-controlled content access.
Conversely, OTT services are also enhancing their competitiveness by partnering with legacy content producers. A leading global streaming giant has gained worldwide success with K-content hits like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of traditional industry leaders. This collaboration helps both parties maximize their potential, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and OTT services are both competing and finding common ground through their respective differentiation strategies. 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 more diverse and elevated content environment in the future.
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