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 popular TV programs, produced and broadcast through major network broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with Netflix, regional streaming services, and Wavve being leading competitors. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is creating unique content and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining traditional storytelling methods. In particular, they actively feature star actors to attract audience interest and produce narratives that capture the interest of a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their historical credibility and established reputation, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to find more ways to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively embrace new genres and innovative storytelling, prioritizing artistic direction and narrative depth over broad popularity. Secondly, they curate tailored content that aligns with specific interests, targeting specialized demographics. Lastly, they focus on producing international website releases aimed at the worldwide audience, allowing them to secure viewers not only in their home country but also internationally. Through these methods, OTT services are strengthening their competitiveness in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the digital entertainment industry, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, distributing their existing broadcast content on digital platforms. This effort helps maintain the influence of established TV channels while attracting new viewership. Meanwhile, the growth of new media services is reshaping viewing habits towards more flexible viewing options.
Conversely, streaming providers are also solidifying their influence by partnering with legacy content producers. Netflix has gained massive international recognition with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of terrestrial broadcasters. This strategic alliance helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both competing and working together through their respective unique approaches. Terrestrial dramas maintain classic formats 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 wider-ranging and elevated content environment in the future.
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