Broadcasting vs. OTT Competition: How Terrestrial Platforms and OTT Platforms Redefine the Market
Broadcasting vs. OTT Competition: How Terrestrial Platforms and OTT Platforms 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, streaming services are internet-based streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has intensified. Consequently, each platform is producing unique content and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with broad audience reach while maintaining classic narrative structures. In particular, they actively feature star actors to boost ratings and produce television series that capture the interest of a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and established reputation, they continue to offer traditional stories, website ensuring consistent success. This allows audiences to have multiple options to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing tactics distinct from legacy media. Firstly, they actively adopt unconventional narratives and experimental formats, prioritizing originality and artistry over mass appeal. Secondly, they curate tailored content that aligns with individual tastes, targeting specialized demographics. Lastly, they focus on producing multinational content 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 strengthening their competitiveness in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the OTT market, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, providing their existing produced series on online services. This initiative helps maintain the influence of established TV channels while engaging modern audiences. Meanwhile, the emergence of alternative digital platforms is shifting audience preferences towards more on-demand entertainment.
Conversely, digital platforms are also expanding their dominance by collaborating with traditional TV networks. Netflix has gained massive international recognition with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This collaboration helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and seeking collaboration through their respective unique approaches. Terrestrial dramas maintain traditional genres and broad accessibility, whereas OTT services provide experimental and cross-border content. As strategic partnerships and merging between these platforms continue to expand, audiences can expect a more diverse and elevated entertainment experience in the future.
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