Broadcasting vs. OTT Competition: How Legacy Networks and OTT Platforms Adapt to Change
Broadcasting vs. OTT Competition: How Legacy Networks and OTT Platforms Adapt to Change
Blog Article
Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online 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 digital streaming platforms has become fierce. Consequently, each platform is creating exclusive releases and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining traditional storytelling methods. In particular, they website actively cast star actors to attract audience interest and produce television series that resonate with a wide range of age groups, thereby securing a loyal audience. Additionally, leveraging their historical credibility and brand trust, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to find more ways to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing strategies distinct from network-based television. Firstly, they actively incorporate unconventional narratives and unique structures, prioritizing originality and narrative depth over broad popularity. Secondly, they offer tailored content that aligns with niche preferences, targeting niche audiences. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to grow their fanbase not only within their region but also on a global scale. Through these approaches, OTT services are strengthening their competitiveness in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the OTT market, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing produced series on online services. This strategy helps preserve the market presence of legacy networks while attracting new viewership. Meanwhile, the emergence of new media services is changing consumer behavior towards more on-demand entertainment.
Conversely, OTT services are also expanding their dominance by working alongside traditional TV networks. Netflix has gained massive international recognition with K-content hits like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This synergy helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, legacy TV series and streaming platforms are both fighting for dominance and seeking collaboration through their respective market tactics. Terrestrial dramas maintain established storytelling and general audience focus, whereas OTT services provide genre-defying and globally targeted content. As collaboration and merging between these platforms continue to expand, audiences can expect a wider-ranging and elevated entertainment experience in the future.
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