Broadcasting vs. OTT Competition: How Terrestrial Platforms and OTT Platforms Adapt to Change
Broadcasting vs. OTT Competition: How Terrestrial Platforms and OTT Platforms Adapt to Change
Blog Article
Terrestrial dramas have long been established as popular TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As viewing trends evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is producing original productions and employing adaptive strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with widespread popularity while maintaining classic narrative structures. In particular, they actively cast star actors to attract audience interest and produce check here dramas that appeal to a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and network legacy, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with network television 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 embrace new genres and innovative storytelling, prioritizing originality and cinematic quality over mainstream success. Secondly, they curate customized programming that aligns with individual tastes, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to grow their fanbase not only in their home country but also internationally. Through these approaches, OTT services are strengthening their competitiveness in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the streaming space, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'wavve', respectively, providing their existing broadcast content on digital platforms. This strategy helps preserve the market presence of legacy networks while engaging modern audiences. Meanwhile, the rise of alternative digital platforms is shifting audience preferences towards more user-controlled content access.
Conversely, streaming providers are also expanding their dominance by collaborating with traditional TV networks. Netflix has gained a global following with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of Korean TV networks. This strategic alliance helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and finding common ground through their respective unique approaches. Terrestrial dramas maintain traditional genres and general audience focus, whereas digital platforms provide genre-defying and globally targeted content. As strategic partnerships and integration between these platforms continue to develop, audiences can expect a more diverse and enriched entertainment experience in the future.
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