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 traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and Wavve being representative examples. As media consumption habits evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is producing original productions and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining traditional storytelling methods. In particular, they actively feature celebrity performers to attract audience interest and produce television series that capture the interest of a diverse demographic, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and established reputation, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing approaches distinct from legacy media. Firstly, they actively embrace new genres and innovative storytelling, prioritizing artistic direction and cinematic quality over mass appeal. Secondly, they provide personalized selections that meets the needs of specific interests, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to grow their fanbase not only domestically but also on a global scale. Through these methods, OTT platforms are strengthening their competitiveness in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the OTT market, competition has escalated. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, distributing their existing produced series on digital platforms. This initiative helps preserve the market presence of legacy networks while attracting new viewership. Meanwhile, the rise of alternative digital platforms is shifting audience preferences towards more user-controlled content access.
Conversely, OTT services are also expanding their dominance by working alongside terrestrial broadcasters. Netflix has gained worldwide success with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling read more expertise of traditional industry leaders. This collaboration helps both parties leverage their advantages, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, legacy TV series and OTT services are both fighting for dominance and working together through their respective differentiation strategies. network-produced content maintain traditional genres and mass appeal, whereas digital platforms provide experimental and internationally appealing content. As strategic partnerships and cooperation between these platforms continue to develop, audiences can expect a richer and enhanced media landscape in the future.
Report this page