Broadcasting vs. OTT Competition: How Terrestrial Platforms and Digital Broadcasters Redefine the Market
Broadcasting vs. OTT Competition: How Terrestrial Platforms and Digital Broadcasters Redefine the Market
Blog Article
Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are internet-based streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As audience preferences evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is producing original productions and employing differentiated 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 cast renowned leads to attract audience interest and produce narratives that capture the interest of a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and established reputation, they continue to offer traditional stories, ensuring consistent success. 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 influence by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate unconventional narratives and innovative storytelling, prioritizing originality and artistry over broad popularity. Secondly, they curate customized programming that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to grow their fanbase not only within their region but also internationally. Through these methods, OTT services are building industry dominance in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the digital entertainment industry, competition has become fierce. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing broadcast content on digital platforms. This strategy helps sustain the relevance of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the growth of competing streaming networks is changing consumer behavior towards more flexible viewing options.
Conversely, digital platforms are also expanding their dominance by working alongside legacy content producers. A leading global streaming giant has gained massive international recognition with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the drama production here capabilities of traditional industry leaders. This strategic alliance helps both parties leverage their advantages, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and seeking collaboration through their respective market tactics. Terrestrial dramas maintain classic formats and general audience focus, whereas OTT services provide genre-defying and globally targeted content. As collaboration and integration between these platforms continue to expand, audiences can expect a wider-ranging and elevated media landscape in the future.
Report this page