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 traditional broadcasting stations. In contrast, streaming services are web-powered streaming platforms, with global streaming giants, Watcha, and Wavve being representative examples. As viewing trends evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is creating unique content and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with widespread popularity while maintaining traditional storytelling methods. In particular, they actively cast celebrity performers to boost ratings and produce narratives that capture the interest of a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their historical credibility 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 distribution channels.
Differentiation website Strategies of OTT Services
OTT platforms are expanding their market by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate unconventional narratives and experimental formats, prioritizing creative risk-taking and narrative depth over broad popularity. Secondly, they offer personalized selections that aligns with individual tastes, targeting niche audiences. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to attract subscribers not only within their region but also across different cultures. Through these methods, OTT platforms 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, KBS and MBC operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing broadcast content on online services. This effort helps sustain the relevance of established TV channels while attracting new viewership. Meanwhile, the emergence of competing streaming networks is reshaping viewing habits towards more flexible viewing options.
Conversely, digital platforms are also solidifying their influence by partnering with legacy content producers. Netflix has gained a global following with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the high-quality filming standards of terrestrial broadcasters. This collaboration 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 fade.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and working together through their respective market tactics. network-produced content maintain established storytelling and mass appeal, whereas OTT services provide experimental and cross-border content. As collaboration and integration between these platforms continue to expand, audiences can expect a more diverse and elevated entertainment experience in the future.
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