Broadcasting vs. OTT Competition: How Legacy Networks and Digital Broadcasters Redefine the Market
Broadcasting vs. OTT Competition: How Legacy Networks and Digital Broadcasters Redefine the Market
Blog Article
Terrestrial dramas have long been established as widely recognized TV programs, produced and broadcast through major network broadcasting stations. In contrast, online services are internet-based streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As viewing trends evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is developing original productions and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with widespread popularity while maintaining classic narrative structures. In particular, they actively highlight celebrity performers to attract audience interest and produce narratives that appeal to a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and brand trust, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing approaches distinct from network-based television. Firstly, they actively adopt new genres and innovative storytelling, prioritizing originality and narrative depth over mainstream success. Secondly, they curate personalized selections that caters to individual tastes, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to secure viewers not only in their home country but also internationally. Through these approaches, OTT platforms are redefining the market in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the digital entertainment industry, competition has intensified. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing broadcast content on online services. This effort helps maintain the influence of legacy networks while engaging modern audiences. Meanwhile, the growth of new media services is changing consumer behavior towards more flexible viewing options.
Conversely, digital platforms are also enhancing their competitiveness by collaborating with legacy content producers. A leading global streaming giant has gained worldwide success with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This strategic alliance helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and OTT services are both competing and finding common ground through their respective differentiation strategies. network-produced content maintain traditional genres and general audience focus, whereas digital platforms provide bold and globally targeted content. As strategic partnerships and integration between these platforms continue to develop, audiences can expect a richer and elevated here entertainment experience in the future.
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