Broadcasting vs. OTT Competition: How Legacy Networks and New Streaming Giants Adapt to Change
Broadcasting vs. OTT Competition: How Legacy Networks and New Streaming Giants Adapt to Change
Blog Article
Terrestrial dramas have long been website established as widely recognized TV shows, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is creating exclusive releases and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining time-honored formats. In particular, they actively cast star actors to increase viewer engagement and produce narratives that appeal to a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their historical credibility and established reputation, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to find more ways to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate unconventional narratives and innovative storytelling, prioritizing originality and cinematic quality over broad popularity. Secondly, they curate customized programming that meets the needs of niche preferences, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the global market, allowing them to secure viewers not only in their home country but also on a global scale. Through these methods, OTT platforms are building industry dominance in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the digital entertainment industry, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing broadcast content on digital platforms. This initiative helps sustain the relevance of established TV channels while engaging modern audiences. Meanwhile, the emergence of new media services is changing consumer behavior towards more user-controlled content access.
Conversely, digital platforms are also enhancing their competitiveness by partnering with traditional TV networks. A leading global streaming giant has gained worldwide success with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of traditional industry leaders. This synergy helps both parties maximize their potential, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and OTT services are both competing and finding common ground through their respective market tactics. Terrestrial dramas maintain established storytelling and general audience focus, whereas digital platforms provide bold and internationally appealing content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a more diverse and enriched content environment in the future.
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