Broadcasting vs. OTT Competition: How Traditional Media and OTT Platforms Adapt to Change
Broadcasting vs. OTT Competition: How Traditional Media and OTT Platforms Adapt to Change
Blog Article
Terrestrial broadcast series have long been established as popular TV shows, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed 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 intensified. Consequently, each platform is creating unique content and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with broad audience reach while maintaining time-honored formats. In particular, they actively cast star actors to boost ratings and produce dramas that capture the interest of a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and brand trust, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate emerging trends and unique structures, prioritizing originality and narrative depth over broad popularity. Secondly, they provide customized programming that caters to specific interests, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to attract subscribers not only within their region but also internationally. Through these approaches, OTT platforms are building industry dominance in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the digital entertainment industry, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own streaming read more platforms, 'KBSon' and 'MBC Digital', respectively, distributing their existing broadcast content on online services. This effort helps maintain the influence of established TV channels while expanding their digital reach. Meanwhile, the rise of alternative digital platforms is reshaping viewing habits towards more flexible viewing options.
Conversely, OTT services are also enhancing their competitiveness by collaborating with traditional TV networks. A leading global streaming giant has gained massive international recognition with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This strategic alliance helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and mass appeal, whereas digital platforms provide genre-defying and cross-border content. As collaboration and merging between these platforms continue to develop, audiences can expect a richer and enriched content environment in the future.
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