Broadcasting vs. OTT Competition: How Legacy Networks and Digital Broadcasters Innovate
Broadcasting vs. OTT Competition: How Legacy Networks and Digital Broadcasters Innovate
Blog Article
Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, Watcha, and Wavve being representative examples. As media consumption habits evolve, competition between terrestrial dramas and OTT services has intensified. 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 productions with high mass appeal while maintaining time-honored formats. In particular, they actively feature renowned leads to increase viewer engagement and produce television series that resonate with a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and established reputation, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing strategies distinct from legacy media. Firstly, they actively incorporate unconventional narratives and innovative storytelling, prioritizing originality and cinematic quality over broad popularity. Secondly, they curate personalized selections that caters to niche preferences, targeting here unique fan bases. Lastly, they focus on producing globally accessible media 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 strategies, OTT platforms are strengthening their competitiveness in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the OTT market, competition has intensified. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, making available their existing broadcast content on digital platforms. This effort helps maintain the influence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the growth of new media services is changing consumer behavior towards more flexible viewing options.
Conversely, digital platforms are also enhancing their competitiveness by working alongside traditional TV networks. Netflix has gained worldwide success with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of traditional industry leaders. This synergy 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 fade.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and finding common ground through their respective market tactics. Terrestrial dramas maintain traditional genres and mass appeal, whereas OTT services provide genre-defying and cross-border content. As strategic partnerships and integration between these platforms continue to expand, audiences can expect a richer and enhanced entertainment experience in the future.
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