Broadcasting vs. OTT Competition: How Legacy Networks and Digital Broadcasters Adapt to Change
Broadcasting vs. OTT Competition: How Legacy Networks and Digital Broadcasters Adapt to Change
Blog Article
Terrestrial dramas have long been established as widely recognized TV programs, produced and click here broadcast through major network broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is developing unique content and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with broad audience reach while maintaining traditional storytelling methods. In particular, they actively highlight star actors to attract audience interest and produce narratives that appeal to a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and brand trust, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate emerging trends and innovative storytelling, prioritizing originality and artistry over mass appeal. Secondly, they provide personalized selections that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to attract subscribers not only in their home country but also internationally. Through these approaches, OTT platforms are strengthening their competitiveness in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing produced series on digital platforms. This initiative helps maintain the influence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the rise of competing streaming networks is changing consumer behavior towards more user-controlled content access.
Conversely, OTT services are also solidifying their influence by collaborating with traditional TV networks. A leading global streaming giant has gained worldwide success with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of traditional industry leaders. This strategic alliance helps both parties maximize their potential, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, legacy TV series and OTT services are both fighting for dominance and finding common ground through their respective market tactics. network-produced content maintain traditional genres and mass appeal, whereas OTT services provide bold and cross-border content. As synergy and cooperation between these platforms continue to expand, audiences can expect a wider-ranging and enriched content environment in the future.
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