Broadcasting vs. OTT Competition: How Terrestrial Platforms and Digital Broadcasters Adapt to Change
Broadcasting vs. OTT Competition: How Terrestrial Platforms and Digital Broadcasters Adapt to Change
Blog Article
Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, regional streaming services, and Wavve being leading competitors. As viewing trends evolve, competition between network-produced series and digital streaming platforms has heightened. Consequently, each platform is creating unique content and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining classic narrative structures. In particular, they actively highlight celebrity performers to attract audience interest and produce dramas that capture the interest of a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and brand trust, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing tactics distinct from network-based television. Firstly, they actively adopt emerging trends and experimental formats, prioritizing originality and narrative depth over mass appeal. Secondly, they offer personalized selections that aligns with individual tastes, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the global market, allowing them to grow their fanbase not only in their home country but also internationally. Through these methods, OTT platforms are redefining the market in ways different from legacy channels.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the OTT market, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, making available their existing broadcast content on digital platforms. This initiative helps sustain the relevance of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the rise of alternative digital platforms is changing consumer behavior towards more on-demand entertainment.
Conversely, OTT services are also enhancing their competitiveness by partnering with traditional TV networks. Netflix has gained worldwide success with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the high-quality filming standards of terrestrial broadcasters. This collaboration helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, legacy TV series and streaming platforms website are both rivaling each other and seeking collaboration through their respective market tactics. Terrestrial dramas maintain established storytelling and mass appeal, whereas OTT services provide experimental and globally targeted content. As synergy and cooperation between these platforms continue to develop, audiences can expect a richer and enriched media landscape in the future.
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