Broadcasting vs. OTT Competition: How Legacy Networks and Digital Broadcasters Redefine the Market
Broadcasting vs. OTT Competition: How Legacy Networks and Digital Broadcasters Redefine the Market
Blog Article
Terrestrial dramas have long been established as popular TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are internet-based streaming platforms, with global streaming giants, Watcha, and domestic platforms being leading competitors. As media consumption habits evolve, competition between network-produced series and OTT services has intensified. Consequently, each platform is creating unique content and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with widespread popularity while maintaining time-honored formats. In particular, they actively cast renowned leads to increase viewer engagement and produce narratives that capture the interest of a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their historical credibility and established reputation, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing approaches distinct from network-based television. Firstly, they actively embrace new genres and unique structures, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they offer personalized selections that caters to niche preferences, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to grow their fanbase not only domestically but also on a global scale. Through these methods, OTT services are redefining the market in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the digital entertainment industry, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing produced series on internet-based distribution channels. This initiative helps maintain the influence of established TV channels while expanding their digital reach. Meanwhile, the growth of new media services is reshaping viewing habits towards more user-controlled content access.
Conversely, OTT services are also expanding their dominance by collaborating with legacy content producers. Netflix has gained worldwide success with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of traditional industry leaders. This synergy helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, terrestrial dramas and OTT services are both competing and finding common ground through their respective differentiation strategies. network-produced content maintain traditional genres and broad accessibility, whereas OTT services provide genre-defying and internationally appealing content. As strategic partnerships and merging between these platforms continue to develop, audiences can expect a richer and elevated content environment in the here future.
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