Broadcasting vs. Streaming Evolution: How Traditional Media and Digital Broadcasters Redefine the Market
Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is developing exclusive releases and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining classic narrative structures. In particular, they actively highlight celebrity performers to boost ratings and produce narratives that appeal to a wide range of age groups, thereby securing a loyal audience. 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 long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing approaches distinct from legacy media. Firstly, they actively incorporate unconventional narratives and experimental formats, prioritizing artistic direction and cinematic quality over mainstream success. Secondly, they provide customized programming that aligns with specific interests, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the global market, allowing them to secure viewers not only domestically but also across different cultures. Through these methods, OTT services are building industry dominance in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the digital entertainment industry, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'wavve', respectively, making available their existing produced series on internet-based distribution channels. This effort helps preserve the market presence of legacy networks while expanding their digital reach. Meanwhile, the rise of competing streaming networks is changing consumer behavior towards more user-controlled content access.
Conversely, digital platforms are also solidifying their influence by collaborating with terrestrial broadcasters. A leading global streaming giant has gained massive international recognition with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. This collaboration helps both parties maximize their potential, fostering a more dynamic here industry. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and broad accessibility, whereas digital platforms 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.