Broadcasting vs. OTT Competition: How Terrestrial Platforms and New Streaming Giants Adapt to Change
Broadcasting vs. OTT Competition: How Terrestrial Platforms and New Streaming Giants Adapt to Change
Blog Article
Terrestrial broadcast series have long been established as popular TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, get more info Over-the-Top (OTT) services are internet-based streaming platforms, with global streaming giants, Watcha, and domestic platforms being leading competitors. As media consumption habits evolve, competition between terrestrial dramas and digital streaming platforms has heightened. Consequently, each platform is developing original productions and employing distinct strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with broad audience reach while maintaining traditional storytelling methods. In particular, they actively highlight renowned leads to increase viewer engagement and produce dramas that capture the interest of a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and network legacy, they continue to present familiar content, ensuring consistent success. This allows audiences to find more ways to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their influence by employing tactics distinct from traditional terrestrial broadcasting. Firstly, they actively embrace emerging trends and innovative storytelling, prioritizing creative risk-taking and artistry over mainstream success. Secondly, they curate tailored content that meets the needs of specific interests, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to secure viewers not only within their region but also internationally. Through these approaches, OTT services are building industry dominance in ways unlike legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the streaming space, competition has intensified. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing broadcast content on internet-based distribution channels. This strategy helps sustain the relevance of traditional broadcasting platforms while attracting new viewership. Meanwhile, the emergence of new media services is changing consumer behavior towards more flexible viewing options.
Conversely, digital platforms are also expanding their dominance by collaborating with legacy content producers. Netflix has gained worldwide success with K-content hits like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of traditional industry leaders. This strategic alliance helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, legacy TV series and OTT services are both rivaling each other and finding common ground through their respective unique approaches. Terrestrial dramas maintain classic formats and mass appeal, whereas digital platforms provide genre-defying and globally targeted content. As strategic partnerships and integration between these platforms continue to expand, audiences can expect a richer and enhanced content environment in the future.
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