Broadcasting vs. OTT Competition: How Terrestrial Platforms and Digital Broadcasters Redefine the Market
Broadcasting vs. OTT Competition: How Terrestrial Platforms and Digital Broadcasters Redefine the Market
Blog Article
Terrestrial dramas have long been established as popular TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are web-powered streaming platforms, with Netflix, Watcha, and domestic platforms being representative examples. As media consumption habits evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is developing unique content and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with high mass appeal while maintaining time-honored formats. In particular, they actively feature celebrity performers to boost ratings and produce dramas that capture the interest of a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and network legacy, they continue to deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to find more ways to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT services are expanding their subscriber base by employing strategies distinct from legacy media. Firstly, they actively adopt unconventional narratives and experimental formats, prioritizing creative risk-taking and narrative depth over mass appeal. Secondly, they provide tailored content that aligns with niche preferences, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to grow their fanbase not only within their region but also internationally. Through these approaches, OTT services are strengthening their competitiveness in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly expand into the streaming space, competition has intensified. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing TV shows on digital platforms. This initiative helps maintain the influence of established TV channels while attracting new viewership. Meanwhile, the rise of competing streaming networks is shifting audience preferences towards more flexible viewing options.
Conversely, OTT services 후후티비 대체 are also solidifying their influence by working alongside terrestrial broadcasters. A leading global streaming giant has gained a global following with Korean dramas like 'Squid Game' and 'Hellbound', leveraging the drama production capabilities of terrestrial broadcasters. This synergy helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both competing and working together through their respective market tactics. network-produced content maintain traditional genres and general audience focus, whereas digital platforms provide bold and globally targeted content. As synergy and cooperation between these platforms continue to grow, audiences can expect a richer and enhanced content environment in the future.
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