Broadcasting vs. OTT Competition: How Terrestrial Platforms and Digital Broadcasters Innovate
Broadcasting vs. OTT Competition: How Terrestrial Platforms and Digital Broadcasters Innovate
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 Netflix, Watcha, 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 creating exclusive releases and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with high mass appeal while maintaining classic narrative structures. In particular, they actively cast renowned leads to attract audience interest and produce television series that appeal to a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their historical credibility and established reputation, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing strategies distinct from legacy media. Firstly, they actively adopt emerging trends and experimental formats, prioritizing artistic direction and artistry over mass appeal. Secondly, they offer tailored content that caters to individual tastes, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to attract subscribers not only within their region but also internationally. Through these approaches, OTT services are building industry dominance in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the OTT market, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate more info their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, distributing their existing produced series on online services. This initiative helps preserve the market presence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the rise of competing streaming networks is shifting audience preferences towards more user-controlled content access.
Conversely, digital platforms are also solidifying their influence by collaborating with terrestrial broadcasters. A leading global streaming giant has gained a global following with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This synergy helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and seeking collaboration through their respective unique approaches. Terrestrial dramas maintain classic formats and broad accessibility, whereas OTT services provide genre-defying and globally targeted content. As strategic partnerships and merging between these platforms continue to develop, audiences can expect a wider-ranging and elevated media landscape in the future.
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