Broadcasting vs. OTT Competition: How Legacy Networks and Digital Broadcasters Adapt to Change
Broadcasting vs. OTT Competition: How Legacy Networks and Digital Broadcasters Adapt to Change
Blog Article
Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, Watcha, and Wavve being representative examples. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is developing original productions and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining classic narrative structures. In particular, they actively feature star actors to increase viewer engagement and produce dramas that appeal to a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and network legacy, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate unconventional narratives and unique structures, prioritizing creative risk-taking and narrative depth over mainstream success. Secondly, they offer personalized selections that aligns with niche preferences, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to attract subscribers not only in their home country but also across different cultures. Through these methods, OTT services are building industry dominance in ways distinct more info from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the OTT market, competition has intensified. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing broadcast content on online services. This strategy helps preserve the market presence of established TV channels while attracting new viewership. Meanwhile, the growth of competing streaming networks is shifting audience preferences towards more on-demand entertainment.
Conversely, digital platforms are also solidifying their influence by partnering with terrestrial broadcasters. Netflix has gained a global following with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This strategic alliance helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and OTT services are both competing and working together through their respective differentiation strategies. Terrestrial dramas maintain classic formats and mass appeal, whereas digital platforms provide bold and cross-border content. As strategic partnerships and merging between these platforms continue to expand, audiences can expect a more diverse and enriched content environment in the future.
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