Broadcasting vs. OTT Competition: How Traditional Media and Digital Broadcasters Adapt to Change
Broadcasting vs. OTT Competition: How Traditional Media and Digital Broadcasters Adapt to Change
Blog Article
Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is developing exclusive releases and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with high mass appeal while maintaining time-honored formats. In particular, they actively highlight celebrity performers to boost ratings and produce narratives that appeal to 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 consistent success. This allows audiences to explore different channels to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT here providers are expanding their influence by employing tactics distinct from legacy media. Firstly, they actively incorporate unconventional narratives and experimental formats, prioritizing originality and narrative depth over mainstream success. Secondly, they provide tailored content that caters to specific interests, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the global market, allowing them to grow their fanbase not only in their home country but also internationally. Through these approaches, OTT services are building industry dominance in ways different from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the OTT market, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, providing their existing broadcast content on online services. This initiative helps maintain the influence of established TV channels while attracting new viewership. Meanwhile, the rise of new media services is shifting audience preferences towards more on-demand entertainment.
Conversely, digital platforms are also enhancing their competitiveness by working alongside terrestrial broadcasters. A leading global streaming giant has gained massive international recognition with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This strategic alliance helps both parties leverage their advantages, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, legacy TV series and OTT services are both fighting for dominance and finding common ground through their respective unique approaches. Terrestrial dramas maintain traditional genres and mass appeal, whereas OTT services provide bold and cross-border content. As synergy and integration between these platforms continue to expand, audiences can expect a richer and enriched media landscape in the future.
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