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 popular TV programs, produced and broadcast through major here network broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is producing exclusive releases and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with widespread popularity while maintaining classic narrative structures. In particular, they actively highlight renowned leads to attract audience interest and produce television series that resonate with a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and established reputation, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing approaches distinct from network-based television. Firstly, they actively incorporate unconventional narratives and experimental formats, prioritizing creative risk-taking and cinematic quality over mainstream success. Secondly, they provide tailored content that meets the needs of niche preferences, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to secure viewers not only in their home country but also internationally. Through these strategies, OTT platforms are strengthening their competitiveness in ways different from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the OTT market, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, providing their existing produced series on digital platforms. 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 on-demand entertainment.
Conversely, OTT services are also enhancing their competitiveness by working alongside legacy content producers. Netflix has gained a global following with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of Korean TV networks. This strategic alliance helps both parties maximize their potential, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, legacy TV series and OTT services are both rivaling each other and finding common ground through their respective market tactics. Terrestrial dramas maintain traditional genres and mass appeal, whereas OTT services provide bold and globally targeted content. As collaboration and merging between these platforms continue to grow, audiences can expect a more diverse and enriched entertainment experience in the future.
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