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 dramas have long been established as mainstream TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with global streaming giants, Watcha, and domestic platforms being leading competitors. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has become fierce. 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 star actors to boost ratings and produce dramas that capture the interest of 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 have multiple options to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate unconventional narratives and unique structures, prioritizing artistic direction and cinematic quality over mainstream success. Secondly, they curate tailored content that aligns with niche preferences, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to secure viewers not only within their region but also on a global scale. Through these strategies, OTT services are strengthening their competitiveness in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the streaming space, competition has intensified. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 후후티비2 'wavve', respectively, distributing their existing broadcast content on digital platforms. This initiative helps sustain the relevance of legacy networks while engaging modern audiences. Meanwhile, the emergence of new media services is shifting audience preferences towards more user-controlled content access.
Conversely, digital platforms are also expanding their dominance by collaborating with terrestrial broadcasters. Netflix has gained worldwide success with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This strategic alliance helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, terrestrial dramas and streaming platforms are both rivaling each other and finding common ground through their respective unique approaches. network-produced content maintain classic formats and mass appeal, whereas OTT services provide bold and globally targeted content. As strategic partnerships and integration between these platforms continue to grow, audiences can expect a richer and enriched media landscape in the future.
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