Broadcasting vs. OTT Competition: How Traditional Media and Digital Broadcasters Redefine the Market
Broadcasting vs. OTT Competition: How Traditional Media and Digital Broadcasters Redefine the Market
Blog Article
Terrestrial broadcast series have long been established as popular TV shows, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As media consumption habits evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is creating original productions and employing adaptive strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining traditional storytelling methods. In particular, they actively highlight celebrity performers to attract audience interest and produce narratives that resonate with a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and established reputation, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively embrace unconventional narratives and innovative storytelling, prioritizing creative risk-taking and narrative depth over mainstream success. Secondly, they offer tailored content that caters to specific interests, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to secure viewers not only domestically but also internationally. Through these approaches, OTT services are redefining the market in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the digital entertainment industry, competition has escalated. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing produced series on digital platforms. This initiative helps maintain the influence of legacy networks while attracting new viewership. Meanwhile, the growth of new media services is changing consumer behavior towards more on-demand entertainment.
Conversely, streaming providers are also enhancing their competitiveness by collaborating with terrestrial broadcasters. Netflix has gained a global 후후티비 새주소 following with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This strategic alliance helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and seeking collaboration through their respective market tactics. Terrestrial dramas maintain classic formats and broad accessibility, whereas OTT services provide bold and globally targeted content. As strategic partnerships and cooperation between these platforms continue to expand, audiences can expect a wider-ranging and enhanced content environment in the future.
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