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 programs, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with global streaming giants, 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 unique content and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with broad audience reach while maintaining classic narrative structures. In particular, they actively feature star actors to attract audience interest and produce narratives that resonate with a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and brand trust, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing website approaches distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate emerging trends and experimental formats, prioritizing artistic direction and narrative depth over broad popularity. Secondly, they curate customized programming that caters to niche preferences, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to attract subscribers not only domestically but also across different cultures. Through these strategies, OTT platforms are strengthening their competitiveness in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the digital entertainment industry, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing produced series on internet-based distribution channels. This strategy helps maintain the influence of established TV channels while engaging modern audiences. Meanwhile, the growth of alternative digital platforms is shifting audience preferences towards more on-demand entertainment.
Conversely, OTT services are also solidifying their influence by partnering with legacy content producers. A leading global streaming giant has gained worldwide success with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of terrestrial broadcasters. This synergy helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, legacy TV series and OTT services are both competing and seeking collaboration through their respective market tactics. Terrestrial dramas maintain traditional genres and mass appeal, whereas digital platforms provide genre-defying and globally targeted content. As synergy and integration between these platforms continue to expand, audiences can expect a more diverse and enriched entertainment experience in the future.
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