Broadcasting vs. OTT Competition: How Terrestrial Platforms and New Streaming Giants Adapt to Change
Broadcasting vs. OTT Competition: How Terrestrial Platforms and New Streaming Giants Adapt to Change
Blog Article
Terrestrial dramas have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with global streaming giants, Watcha, and Wavve being representative examples. As audience preferences evolve, competition between network-produced here series and OTT services has become fierce. Consequently, each platform is producing original productions and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with high mass appeal while maintaining time-honored formats. In particular, they actively feature celebrity performers to increase viewer engagement and produce television series that capture the interest of a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and network legacy, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing tactics distinct from legacy media. Firstly, they actively adopt unconventional narratives and experimental formats, prioritizing creative risk-taking and cinematic quality over broad popularity. Secondly, they offer customized programming that meets the needs of niche preferences, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to grow their fanbase not only within their region but also across different cultures. Through these approaches, OTT services are building industry dominance in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, making available their existing broadcast content on online services. This effort helps maintain the influence of legacy networks while expanding their digital reach. Meanwhile, the rise of competing streaming networks is changing consumer behavior towards more user-controlled content access.
Conversely, OTT services are also enhancing their competitiveness by partnering with terrestrial broadcasters. Netflix has gained a global following with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of terrestrial broadcasters. This collaboration helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and seeking collaboration through their respective unique approaches. network-produced content maintain traditional genres and mass appeal, whereas digital platforms provide bold and internationally appealing content. As synergy and cooperation between these platforms continue to grow, audiences can expect a more diverse and enhanced media landscape in the future.
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