Broadcasting vs. OTT Competition: How Traditional Media and New Streaming Giants Redefine the Market
Broadcasting vs. OTT Competition: How Traditional Media and New Streaming Giants Redefine the Market
Blog Article
Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, Watcha, and domestic platforms being leading competitors. As audience preferences evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is developing exclusive releases and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining time-honored formats. In particular, they actively cast celebrity performers to boost ratings and produce television series that capture the interest of a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and established reputation, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to find more ways to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing tactics distinct from network-based television. Firstly, they actively embrace unconventional narratives and innovative storytelling, prioritizing originality and cinematic quality over mass appeal. Secondly, they curate customized programming that aligns with niche preferences, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to secure viewers not only domestically but also across different cultures. Through these approaches, OTT platforms are redefining the market in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the digital entertainment industry, competition has escalated. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing TV shows on internet-based distribution channels. This effort helps maintain the influence 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 enhancing their competitiveness by partnering with legacy content producers. A leading global streaming giant has gained massive international recognition with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This collaboration helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and seeking collaboration through their respective differentiation strategies. network-produced content maintain classic formats and general audience click here focus, whereas OTT services provide bold and globally targeted content. As collaboration and cooperation between these platforms continue to develop, audiences can expect a more diverse and enhanced entertainment experience in the future.
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