BROADCASTING VS. DIGITAL TRANSITION: HOW TRADITIONAL MEDIA AND DIGITAL BROADCASTERS REDEFINE THE MARKET

Broadcasting vs. Digital Transition: How Traditional Media and Digital Broadcasters Redefine the Market

Broadcasting vs. Digital Transition: How Traditional Media and Digital Broadcasters Redefine the Market

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Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is creating unique content and employing distinct strategies to maintain relevance.

Differentiation Strategies of Terrestrial Dramas

Terrestrial dramas focus on providing productions with broad audience reach while maintaining traditional storytelling methods. In particular, they actively feature celebrity performers to attract audience interest and produce 후후티비 narratives that appeal to a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and network legacy, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with long-standing formats through various platforms.

Differentiation Strategies of OTT Services

OTT services are expanding their subscriber base by employing approaches distinct from network-based television. Firstly, they actively incorporate new genres and innovative storytelling, prioritizing originality and narrative depth over broad popularity. Secondly, they provide customized programming that caters to niche preferences, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to grow their fanbase not only within their region but also on a global scale. Through these strategies, OTT platforms are building industry dominance in ways distinct from traditional terrestrial broadcasting.

Competition and Collaboration Between Platforms

As terrestrial broadcasters increasingly penetrate the streaming space, 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 TV shows on online services. This effort helps preserve the market presence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the emergence of new media services is changing consumer behavior towards more flexible viewing options.

Conversely, OTT services are also solidifying their influence by partnering with terrestrial broadcasters. A leading global streaming giant has gained a global following with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This synergy helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to blur.

Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and working together through their respective unique approaches. Terrestrial dramas maintain classic formats and general audience focus, whereas OTT services provide experimental and internationally appealing content. As synergy and integration between these platforms continue to grow, audiences can expect a richer and enhanced media landscape in the future.

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