Broadcasting vs. OTT Competition: How Legacy Networks and OTT Platforms Adapt to Change
Broadcasting vs. OTT Competition: How Legacy Networks and OTT Platforms Adapt to Change
Blog Article
Terrestrial broadcast series have long been established as popular TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are internet-based streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is producing unique content and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining traditional storytelling methods. In particular, they actively feature celebrity performers to attract audience interest and produce narratives that resonate with a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and brand trust, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively embrace new genres and innovative storytelling, prioritizing originality and cinematic quality over mainstream success. Secondly, more info they curate personalized selections that aligns with individual tastes, targeting niche audiences. Lastly, they focus on producing international releases aimed at the global market, allowing them to grow their fanbase not only in their home country but also on a global scale. Through these approaches, OTT services are strengthening their competitiveness in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the digital entertainment industry, competition has escalated. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing produced series on internet-based distribution channels. This effort helps sustain the relevance of legacy networks while engaging modern audiences. Meanwhile, the growth of competing streaming networks is shifting audience preferences towards more on-demand entertainment.
Conversely, streaming providers are also expanding their dominance by working alongside terrestrial broadcasters. A leading global streaming giant has gained a global following with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of Korean TV networks. This collaboration helps both parties leverage their advantages, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and general audience focus, whereas digital platforms provide bold and internationally appealing content. As strategic partnerships and merging between these platforms continue to develop, audiences can expect a wider-ranging and elevated entertainment experience in the future.
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