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 dramas have long been established as popular TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are web-powered streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is developing exclusive releases and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining time-honored formats. In particular, they actively cast celebrity performers to increase viewer engagement and produce narratives that appeal to a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and established reputation, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to find more ways to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing approaches distinct from legacy media. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing artistic direction and cinematic quality over mass appeal. Secondly, they curate customized programming that aligns with niche preferences, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to grow their fanbase not only domestically but also internationally. Through these approaches, OTT services are strengthening their competitiveness in ways different from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the OTT market, competition has intensified. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing broadcast content on digital platforms. This strategy helps sustain the relevance of legacy networks while expanding their digital reach. Meanwhile, the growth of new media services is shifting audience preferences towards more flexible viewing options.
Conversely, streaming providers are also expanding their dominance by working alongside terrestrial broadcasters. Netflix has gained a global following with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise 후후티비 대체 of traditional industry leaders. 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 become less defined.
Ultimately, legacy TV series and OTT services are both competing and seeking collaboration through their respective differentiation strategies. network-produced content maintain established storytelling and broad accessibility, whereas digital platforms provide genre-defying and globally targeted content. As strategic partnerships and merging between these platforms continue to develop, audiences can expect a richer and elevated content environment in the future.
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