Broadcasting vs. OTT Competition: How Terrestrial Platforms and New Streaming Giants Adapt to Change
Broadcasting vs. OTT Competition: How Terrestrial Platforms and New Streaming Giants Adapt to Change
Blog Article
Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, online services are web-powered streaming platforms, with global streaming giants, Watcha, and domestic platforms being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is developing exclusive releases and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with high mass appeal while maintaining traditional storytelling methods. In particular, they actively cast renowned leads to increase viewer engagement and produce dramas that appeal to a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and brand trust, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to find more ways to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing strategies distinct from network-based television. Firstly, they actively embrace unconventional narratives and innovative storytelling, prioritizing originality and artistry here over mainstream success. Secondly, they provide customized programming that caters to specific interests, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to grow their fanbase not only within their region but also on a global scale. Through these approaches, OTT services are building industry dominance in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the OTT market, competition has become fierce. For instance, KBS and MBC operate their own streaming platforms, 'KBSon' and 'wavve', respectively, providing their existing TV shows on digital platforms. This effort helps preserve the market presence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the rise of competing streaming networks is reshaping viewing habits towards more on-demand entertainment.
Conversely, streaming providers are also enhancing their competitiveness by partnering with legacy content producers. A leading global streaming giant has gained a global following with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of traditional industry leaders. This collaboration helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, legacy TV series and OTT services are both competing and finding common ground through their respective unique approaches. network-produced content maintain established storytelling and mass appeal, whereas OTT services provide bold 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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