Broadcasting vs. OTT Competition: How Legacy Networks and Digital Broadcasters Innovate
Broadcasting vs. OTT Competition: How Legacy Networks and Digital Broadcasters Innovate
Blog Article
Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through terrestrial more info broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As media consumption habits evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is developing exclusive releases and employing distinct strategies to maintain relevance.
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 highlight celebrity performers to increase viewer engagement and produce narratives that resonate with a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their decades of industry presence and established reputation, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT providers are expanding their subscriber base by employing approaches distinct from legacy media. Firstly, they actively embrace unconventional narratives and innovative storytelling, prioritizing artistic direction and cinematic quality over mainstream success. Secondly, they offer customized programming that meets the needs of specific interests, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to attract subscribers not only within their region but also on a global scale. Through these methods, OTT platforms are building industry dominance in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the OTT market, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, distributing their existing TV shows on online services. This initiative helps maintain the influence of traditional broadcasting platforms while attracting new viewership. Meanwhile, the rise of alternative digital platforms is changing consumer behavior towards more on-demand entertainment.
Conversely, OTT services are also solidifying their influence by working alongside legacy content producers. A leading global streaming giant has gained worldwide success with Korean dramas like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of Korean TV networks. This collaboration helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, legacy TV series and OTT services are both competing and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain classic formats and mass appeal, whereas OTT services provide genre-defying and internationally appealing content. As strategic partnerships and merging between these platforms continue to develop, audiences can expect a richer and enriched content environment in the future.
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