Broadcasting vs. OTT Competition: How Traditional Media and Digital Broadcasters Adapt to Change
Broadcasting vs. OTT Competition: How Traditional Media and Digital Broadcasters Adapt to Change
Blog Article
Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered 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 intensified. Consequently, each platform is creating exclusive releases and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with high mass appeal while maintaining time-honored formats. In particular, they actively feature celebrity performers to attract audience interest and produce dramas that appeal to a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and network legacy, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate emerging trends and innovative storytelling, prioritizing creative risk-taking and cinematic quality over mass appeal. Secondly, they provide customized programming that caters to specific interests, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the global market, allowing them to secure viewers not only domestically but also on a global scale. Through these approaches, OTT platforms are strengthening their competitiveness in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the OTT market, competition has become fierce. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, providing their existing TV shows on internet-based distribution channels. This strategy helps maintain the influence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the growth of competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, OTT services are also solidifying their influence by partnering with terrestrial broadcasters. A leading global streaming giant has gained a global following with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of terrestrial 후후티비 broadcasters. This strategic alliance helps both parties leverage their advantages, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, legacy TV series and streaming platforms are both rivaling each other and finding common ground through their respective differentiation strategies. network-produced content maintain traditional genres and mass appeal, whereas OTT services provide bold and internationally appealing content. As strategic partnerships and integration between these platforms continue to expand, audiences can expect a richer and enhanced media landscape in the future.
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