The Impact of Digital Streaming Platforms on Traditional Television in the context of Media Convergence

                                                               the media sector has witnessed rapid technological developments that have led to a significant transformation in content production and distribution. These developments have been perceived by some as a valuable opportunity for development through the strategic utilization of such technologies to serve media institutions and maximize their potential. Others consider them a threat to media organizations that resist adapting to the ever-evolving media landscape. As a result, numerous academic studies, media research, and journalistic articles have begun to predict the possible disappearance of certain traditional media forms.
The current study aims to explore the impact of these platforms on traditional television, within the context of media convergence, based on the perspectives of (16) experts and specialists in the media field.
The study findings indicate that digital platforms have brought about fundamental and transformative changes in the media industry. They are expected to shape a new future for the advertising and drama industries. These platforms have significantly redefined the mechanisms through which drama content is bought, sold, and distributed within the media industry and introduced new patterns of media broadcasting and consumption.
Based on expert perspectives, three potential future scenarios for traditional television have been identified. The first is survival and continuity, which is considered the most likely scenario by many experts. The second scenario involves convergence with digital streaming platforms, while the third scenario envisions the gradual disappearance of traditional television. In contrast, the study identified three potential future scenarios for digital streaming platforms. The first and most probable scenario is widespread expansion and increased Genre specialization, the second scenario involves market consolidation through mergers and acquisitions, and the third scenario envisions strategic collaboration and integration.