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 programs, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with Netflix, Watcha, and website domestic platforms being representative examples. As viewing trends evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is developing exclusive releases and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining classic narrative structures. In particular, they actively cast renowned leads to boost ratings and produce television series that appeal to a wide range of age groups, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and established reputation, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with network television through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing strategies distinct from network-based television. Firstly, they actively adopt unconventional narratives and experimental formats, prioritizing originality and narrative depth over mass appeal. Secondly, they curate customized programming that meets the needs of niche preferences, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to secure viewers not only in their home country but also across different cultures. Through these strategies, OTT services are redefining the market in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly expand into the digital entertainment industry, competition has intensified. For instance, KBS and MBC operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, distributing their existing TV shows on digital platforms. This strategy helps preserve the market presence of established TV channels while expanding their digital reach. Meanwhile, the growth of competing streaming networks is reshaping viewing habits towards more flexible viewing options.
Conversely, digital platforms are also enhancing their competitiveness by collaborating with legacy content producers. Netflix has gained worldwide success with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the high-quality filming standards of terrestrial broadcasters. This strategic alliance helps both parties leverage their advantages, fostering a richer content environment. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and OTT services are both fighting for dominance and working together through their respective unique approaches. network-produced content maintain established storytelling and mass appeal, whereas digital platforms provide genre-defying and cross-border content. As synergy and merging between these platforms continue to expand, audiences can expect a richer and enriched entertainment experience in the future.
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