Broadcasting vs. OTT Competition: How Traditional Media and OTT Platforms Innovate
Broadcasting vs. OTT Competition: How Traditional Media and OTT Platforms Innovate
Blog Article
Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are digitally distributed streaming platforms, with global streaming giants, Watcha, 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 original productions and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with high mass appeal while maintaining time-honored formats. In particular, they actively cast celebrity performers to increase viewer engagement and produce dramas that resonate with a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and brand trust, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their influence by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate unconventional narratives and experimental formats, prioritizing creative risk-taking and narrative depth over broad popularity. Secondly, they curate tailored content that caters to niche preferences, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to secure viewers not only in their home country but also internationally. Through these strategies, OTT services are redefining the market in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the OTT market, competition has intensified. For instance, KBS and MBC operate their own OTT services, 'KBSon' and click here 'wavve', respectively, distributing 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 emergence of new media services is changing consumer behavior towards more on-demand entertainment.
Conversely, digital platforms are also solidifying their influence by partnering with terrestrial broadcasters. Netflix has gained worldwide success with Hallyu series like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of Korean TV networks. This synergy helps both parties maximize their potential, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and working together through their respective differentiation strategies. network-produced content maintain traditional genres and mass appeal, whereas OTT services provide experimental and internationally appealing content. As collaboration and integration between these platforms continue to grow, audiences can expect a more diverse and elevated media landscape in the future.
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