Broadcasting vs. OTT Competition: How Terrestrial Platforms and OTT Platforms Innovate
Broadcasting vs. OTT Competition: How Terrestrial Platforms and OTT Platforms Innovate
Blog Article
Terrestrial dramas have long been established as mainstream TV programs, 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 domestic platforms being leading competitors. As media consumption habits evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is developing unique content and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with broad audience reach while maintaining traditional storytelling methods. In particular, they actively feature celebrity performers to increase viewer engagement and produce television series 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 offer traditional stories, ensuring consistent success. 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 influence by read more employing strategies distinct from network-based television. Firstly, they actively incorporate unconventional narratives and experimental formats, prioritizing originality and cinematic quality over broad popularity. Secondly, they provide personalized selections that caters to specific interests, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the global market, allowing them to grow their fanbase not only domestically but also across different cultures. Through these approaches, OTT services are building industry dominance in ways different from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the OTT market, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing TV shows on internet-based distribution channels. This strategy helps sustain the relevance of legacy networks while expanding their digital reach. Meanwhile, the growth of competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, OTT services are also expanding their dominance by collaborating with terrestrial broadcasters. Netflix has gained a global following with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This synergy helps both parties maximize their potential, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, legacy TV series and OTT services are both competing and seeking collaboration through their respective differentiation strategies. network-produced content maintain classic formats and broad accessibility, whereas digital platforms provide bold and internationally appealing content. As synergy and cooperation between these platforms continue to develop, audiences can expect a richer and enhanced entertainment experience in the future.
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