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 dramas have long been established as widely recognized TV shows, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As media consumption habits evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is producing exclusive releases and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining classic narrative structures. In particular, they actively cast renowned leads to boost ratings and produce dramas that appeal to a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and network legacy, they continue to present familiar content, ensuring consistent success. This allows audiences to have multiple options to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing approaches distinct from network-based television. Firstly, they actively adopt emerging trends and experimental formats, prioritizing artistic direction and artistry over broad popularity. Secondly, they curate personalized selections that meets the needs of niche preferences, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to secure viewers not only domestically but also across different cultures. Through these methods, OTT services are strengthening their competitiveness in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'wavve', respectively, making available their existing produced series on digital platforms. This strategy helps preserve the market presence of legacy networks while engaging modern audiences. Meanwhile, the rise of new media services is changing consumer behavior towards more on-demand entertainment.
Conversely, streaming providers are also enhancing their competitiveness by partnering with traditional TV networks. A leading global streaming giant has gained worldwide success with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This strategic alliance helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, legacy TV series and OTT services are both fighting for dominance and finding common ground through their respective unique approaches. Terrestrial dramas maintain classic formats and mass appeal, whereas OTT services provide experimental and globally targeted content. As synergy and cooperation between check here these platforms continue to grow, audiences can expect a wider-ranging and elevated media landscape in the future.
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