Broadcasting vs. OTT Competition: How Terrestrial Platforms and OTT Platforms Adapt to Change
Broadcasting vs. OTT Competition: How Terrestrial Platforms and OTT Platforms Adapt to Change
Blog Article
Terrestrial broadcast series have long been established as mainstream TV shows, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with global streaming giants, Watcha, and domestic platforms being leading competitors. As viewing trends evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is producing exclusive releases and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with high mass appeal while maintaining traditional storytelling methods. In particular, they actively cast renowned leads to attract audience interest and produce narratives that capture the interest of a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and established reputation, 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 platforms are expanding their market by employing strategies distinct from legacy media. Firstly, they actively adopt new genres and experimental formats, prioritizing originality and narrative depth over mainstream success. Secondly, they curate personalized selections that caters to niche preferences, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to secure viewers not only in their home country but also across different cultures. Through these strategies, OTT services are strengthening their competitiveness in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the streaming space, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, providing their existing TV shows on internet-based distribution channels. This initiative helps maintain the influence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the emergence of alternative digital platforms is shifting audience preferences towards more user-controlled content access.
Conversely, streaming providers are also expanding their dominance by partnering with legacy content producers. Netflix has gained a global following with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This strategic alliance 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 blur.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and mass appeal, whereas digital platforms provide genre-defying and globally targeted content. As collaboration and integration between these platforms continue to expand, audiences can expect a richer and elevated website media landscape in the future.
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