Broadcasting vs. OTT Competition: How Terrestrial Platforms and OTT Platforms Innovate
Broadcasting vs. OTT Competition: How Terrestrial Platforms and OTT Platforms Innovate
Blog Article
Terrestrial dramas have long been established as mainstream TV shows, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As media consumption habits evolve, competition between terrestrial dramas and digital streaming platforms has heightened. 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 productions with widespread popularity while maintaining classic narrative structures. In particular, they actively feature renowned leads to increase viewer engagement and produce dramas that capture the interest of a diverse demographic, 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 find more ways to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively embrace new genres and innovative storytelling, prioritizing creative risk-taking and artistry over broad popularity. Secondly, they curate customized programming that aligns with specific interests, targeting specialized demographics. Lastly, they focus on producing international website releases aimed at the global market, allowing them to attract subscribers not only domestically but also across different cultures. Through these strategies, OTT services are building industry dominance in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the OTT market, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, providing their existing TV shows on internet-based distribution channels. This effort helps sustain the relevance of legacy networks while expanding their digital reach. Meanwhile, the growth of new media services is reshaping viewing habits towards more on-demand entertainment.
Conversely, streaming providers are also expanding their dominance by partnering with traditional TV networks. Netflix has gained worldwide success with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of traditional industry leaders. This synergy helps both parties maximize their potential, fostering a richer content environment. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, legacy TV series and OTT services are both fighting for dominance and seeking collaboration through their respective differentiation strategies. network-produced content maintain traditional genres and general audience focus, whereas digital platforms provide experimental and globally targeted content. As collaboration and cooperation between these platforms continue to grow, audiences can expect a richer and enhanced entertainment experience in the future.
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