Broadcasting vs. OTT Competition: How Terrestrial Platforms and Digital Broadcasters Innovate
Broadcasting vs. OTT Competition: How Terrestrial Platforms and Digital Broadcasters Innovate
Blog Article
Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, online services are web-powered streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As media consumption habits evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is creating original productions and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining classic click here narrative structures. In particular, they actively highlight star actors to increase viewer engagement and produce dramas that capture the interest of a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and network legacy, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to find more ways to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing approaches distinct from network-based television. Firstly, they actively adopt new genres and innovative storytelling, prioritizing originality and narrative depth over mainstream success. Secondly, they curate tailored content that meets the needs of specific interests, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to secure viewers not only within their region but also on a global scale. Through these approaches, OTT platforms are strengthening their competitiveness in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the streaming space, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, making available their existing TV shows on online services. This effort helps preserve the market presence of legacy networks while attracting new viewership. Meanwhile, the emergence of alternative digital platforms is shifting audience preferences towards more on-demand entertainment.
Conversely, streaming providers are also expanding their dominance by partnering with legacy content producers. Netflix has gained a global following with K-content hits like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. This collaboration helps both parties leverage their advantages, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, legacy TV series and OTT services are both rivaling each other and finding common ground through their respective unique approaches. Terrestrial dramas maintain traditional genres and general audience focus, whereas OTT services provide bold and cross-border content. As strategic partnerships and merging between these platforms continue to grow, audiences can expect a more diverse and enhanced content environment in the future.
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