Broadcasting vs. OTT Competition: How Traditional Media and Digital Broadcasters Adapt to Change
Broadcasting vs. OTT Competition: How Traditional Media and Digital Broadcasters 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, streaming services are digitally distributed streaming platforms, with global streaming giants, regional streaming services, and Wavve being leading competitors. As media consumption habits evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is producing unique content and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with widespread popularity while maintaining classic narrative structures. In particular, they actively highlight celebrity performers to increase viewer engagement and produce narratives that appeal to a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and network legacy, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT website platforms are expanding their subscriber base by employing approaches distinct from network-based television. Firstly, they actively incorporate emerging trends and unique structures, prioritizing creative risk-taking and cinematic quality over mainstream success. Secondly, they provide customized programming that meets the needs of niche preferences, targeting niche audiences. Lastly, they focus on producing international releases aimed at the expanding international scene, allowing them to grow their fanbase not only within their region but also across different cultures. Through these approaches, OTT platforms are strengthening their competitiveness in ways unlike traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the streaming space, competition has escalated. For instance, KBS and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing TV shows on internet-based distribution channels. This strategy helps maintain the influence of legacy networks while expanding their digital reach. Meanwhile, the rise of new media services is shifting audience preferences towards more flexible viewing options.
Conversely, OTT services are also solidifying their influence by collaborating with traditional TV networks. A leading global streaming giant has gained worldwide success with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. This collaboration helps both parties maximize their potential, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to fade.
Ultimately, terrestrial dramas and OTT services are both competing and seeking collaboration through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and broad accessibility, whereas OTT services provide experimental and internationally appealing content. As synergy and merging between these platforms continue to develop, audiences can expect a richer and enriched content environment in the future.
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