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 popular TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As media consumption habits evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is creating original productions 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 classic narrative structures. In particular, they actively highlight celebrity performers to boost ratings and produce dramas that capture the interest of a diverse demographic, thereby securing a read more loyal audience. 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 network television through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing approaches distinct from network-based television. Firstly, they actively incorporate unconventional narratives and experimental formats, prioritizing originality and cinematic quality over mainstream success. Secondly, they offer tailored content that meets the needs of individual tastes, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to attract subscribers not only domestically but also across different cultures. Through these methods, OTT services are strengthening their competitiveness in ways different from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the streaming space, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, providing their existing produced series on digital platforms. This effort helps maintain the influence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the rise of alternative digital platforms is reshaping viewing habits towards more flexible viewing options.
Conversely, streaming providers are also expanding their dominance by collaborating with traditional TV networks. Netflix has gained worldwide success with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of traditional industry leaders. This collaboration helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both competing and working together through their respective differentiation strategies. network-produced content maintain established storytelling and mass appeal, whereas digital platforms provide genre-defying and globally targeted content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a richer and elevated media landscape in the future.
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