Broadcasting vs. OTT Competition: How Terrestrial Platforms and Digital Broadcasters Adapt to Change
Broadcasting vs. OTT Competition: How Terrestrial Platforms and Digital Broadcasters Adapt to Change
Blog Article
Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through major network broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with Netflix, regional streaming services, and Wavve being leading competitors. As audience preferences evolve, competition between network-produced series and digital streaming platforms has heightened. 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 productions with broad audience reach while maintaining classic narrative structures. In particular, they actively cast celebrity performers to attract audience interest and produce television series that capture the interest of a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and network legacy, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to find more ways to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they website actively adopt emerging trends and unique structures, prioritizing artistic direction and artistry over broad popularity. Secondly, they curate personalized selections that meets the needs of specific interests, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the global market, allowing them to attract subscribers not only domestically but also across different cultures. Through these approaches, OTT services are strengthening their competitiveness in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the digital entertainment industry, competition has become fierce. For instance, KBS and MBC operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing TV shows on online services. This strategy helps sustain the relevance of established TV channels while expanding their digital reach. Meanwhile, the rise of competing streaming networks is reshaping viewing habits towards more flexible viewing options.
Conversely, OTT services are also expanding their dominance by collaborating with terrestrial broadcasters. A leading global streaming giant has gained massive international recognition with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of traditional industry leaders. This synergy helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, legacy TV series and OTT services are both fighting for dominance and seeking collaboration through their respective market tactics. network-produced content maintain classic formats and mass appeal, whereas OTT services provide experimental and internationally appealing content. As collaboration and cooperation between these platforms continue to develop, audiences can expect a wider-ranging and elevated media landscape in the future.
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