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 widely recognized TV programs, produced and broadcast through traditional broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, regional streaming services, and Wavve being representative examples. As audience preferences evolve, competition between network-produced series and OTT services 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 stories with high mass appeal while maintaining traditional storytelling methods. In particular, they actively highlight renowned leads to increase viewer engagement and produce television series that appeal to a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and network legacy, they continue to deliver time-tested formulas, ensuring consistent success. This allows audiences to have multiple options to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing tactics distinct from network-based television. Firstly, they actively incorporate new genres and unique structures, prioritizing originality and narrative depth over mass appeal. Secondly, they provide customized programming that aligns with specific interests, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to grow their fanbase not only in their home country but also internationally. Through these methods, OTT services are redefining the market in ways different from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the streaming space, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'wavve', respectively, making available their existing TV shows on online services. This strategy helps maintain the influence of established TV channels while engaging modern audiences. Meanwhile, the emergence of competing streaming networks is reshaping viewing habits towards more flexible viewing options.
Conversely, OTT services are also enhancing their competitiveness by collaborating 후후티비 with terrestrial broadcasters. A leading global streaming giant has gained a global following with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This synergy helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to fade.
Ultimately, terrestrial dramas and OTT services are both competing and working together through their respective differentiation strategies. Terrestrial dramas maintain established storytelling and broad accessibility, whereas OTT services provide bold and internationally appealing content. As collaboration and cooperation between these platforms continue to expand, audiences can expect a wider-ranging and enriched media landscape in the future.
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