Broadcasting vs. OTT Competition: How Legacy Networks and Digital Broadcasters Innovate
Broadcasting vs. OTT Competition: How Legacy Networks and Digital Broadcasters Innovate
Blog Article
Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through traditional broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is developing exclusive releases and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with broad audience reach while maintaining time-honored formats. In particular, they actively highlight celebrity performers to boost ratings and produce television series that appeal to a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and established reputation, they continue to present familiar content, ensuring consistent success. This allows audiences to explore different channels to engage with long-standing formats through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing approaches distinct from network-based television. Firstly, they actively incorporate new genres and innovative storytelling, prioritizing originality and artistry over mainstream success. Secondly, they curate tailored content that caters to specific interests, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to grow their fanbase not only within their region but also on a global scale. Through these strategies, OTT platforms are strengthening their competitiveness in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the OTT market, competition has intensified. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, making more info available their existing produced series on online services. This strategy helps maintain the influence of established TV channels while expanding their digital reach. Meanwhile, the emergence of competing streaming networks is shifting audience preferences towards more on-demand entertainment.
Conversely, digital platforms are also enhancing their competitiveness by partnering with traditional TV networks. Netflix has gained a global following with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of traditional industry leaders. This strategic alliance helps both parties leverage their advantages, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and OTT services are both competing and finding common ground through their respective differentiation strategies. network-produced content maintain established storytelling and mass appeal, whereas OTT services provide experimental and cross-border content. As synergy and integration between these platforms continue to expand, audiences can expect a more diverse and enhanced entertainment experience in the future.
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