Broadcasting vs. OTT Competition: How Terrestrial Platforms and OTT Platforms Redefine the Market
Broadcasting vs. OTT Competition: How Terrestrial Platforms and OTT Platforms Redefine the Market
Blog Article
Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are internet-based streaming platforms, with Netflix, regional streaming services, and Wavve being leading competitors. As viewing trends evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is developing exclusive releases and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining time-honored formats. In particular, they actively feature renowned leads to attract audience interest and produce narratives that resonate with a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and brand trust, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to find more ways to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing strategies distinct from legacy media. Firstly, they actively embrace unconventional narratives and unique read more structures, prioritizing originality and cinematic quality over mass appeal. Secondly, they provide customized programming that caters to niche preferences, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to attract subscribers not only within their region but also internationally. Through these strategies, OTT services are strengthening their competitiveness in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing broadcast content on online services. This initiative helps preserve the market presence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the rise of new media services is changing consumer behavior towards more flexible viewing options.
Conversely, digital platforms are also expanding their dominance by working alongside traditional TV networks. Netflix has gained massive international recognition with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of Korean TV networks. This synergy helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, legacy TV series and OTT services are both competing and seeking collaboration through their respective market tactics. network-produced content maintain traditional genres and mass appeal, whereas OTT services provide bold and internationally appealing content. As synergy and integration between these platforms continue to expand, audiences can expect a richer and enriched entertainment experience in the future.
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