Broadcasting vs. OTT Competition: How Terrestrial Platforms and New Streaming Giants Adapt to Change
Broadcasting vs. OTT Competition: How Terrestrial Platforms and New Streaming Giants Adapt to Change
Blog Article
Terrestrial dramas 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, Watcha, and Wavve being leading competitors. As audience preferences evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is producing unique content and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with high mass appeal while maintaining traditional storytelling methods. In particular, they actively feature star actors to boost ratings and produce television series that appeal to a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their historical credibility and network legacy, they continue to present familiar content, ensuring consistent success. This allows audiences to have multiple options to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate emerging trends and experimental formats, prioritizing artistic direction and artistry over broad popularity. Secondly, they offer tailored content that caters to specific interests, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to attract subscribers not only domestically but also internationally. Through these strategies, OTT services are strengthening their competitiveness in ways distinct from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, providing their existing produced series on online services. This strategy helps sustain the relevance of legacy networks while engaging modern audiences. Meanwhile, the growth of alternative digital platforms is shifting audience preferences towards more user-controlled content access.
Conversely, OTT services are also solidifying their influence by collaborating with legacy content producers. Netflix has gained worldwide success with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. This collaboration helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and working together through their respective unique approaches. Terrestrial dramas maintain established storytelling and general audience focus, whereas OTT services provide genre-defying and internationally appealing content. As synergy and website integration between these platforms continue to expand, audiences can expect a richer and enriched entertainment experience in the future.
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