Broadcasting vs. OTT Competition: How Legacy Networks and Digital Broadcasters Innovate
Broadcasting vs. OTT Competition: How Legacy Networks and Digital Broadcasters Innovate
Blog Article
Terrestrial broadcast series have long been established as widely recognized TV programs, produced and broadcast through traditional broadcasting stations. In contrast, online services are web-powered streaming platforms, with Netflix, regional streaming services, and Wavve being leading competitors. As viewing trends evolve, competition between terrestrial dramas and OTT services has become fierce. Consequently, each platform is producing original productions and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with broad audience reach while maintaining time-honored formats. In particular, they actively highlight celebrity performers to boost ratings and produce dramas that appeal to a broad spectrum of viewers, thereby securing a broad viewer base. Additionally, leveraging their long broadcasting experience and established reputation, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT providers are expanding their market by employing approaches distinct from legacy media. Firstly, they actively embrace emerging trends and experimental formats, prioritizing artistic direction and artistry over mass appeal. Secondly, they curate tailored content that meets the needs of specific interests, targeting niche audiences. Lastly, they focus on producing multinational content aimed at the global market, allowing them to secure viewers not only within their region but also across different cultures. Through these approaches, OTT platforms are redefining the market in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the streaming space, competition has intensified. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, making available their existing TV shows on digital platforms. This initiative helps sustain the relevance of traditional broadcasting platforms while attracting new viewership. Meanwhile, the rise of new media services is changing consumer behavior read more towards more on-demand entertainment.
Conversely, digital platforms are also solidifying their influence by collaborating with traditional TV networks. A leading global streaming giant has gained a global following with K-content hits like 'Squid Game' and the supernatural dystopian sensation, leveraging the storytelling expertise of terrestrial broadcasters. This strategic alliance helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the distinction between traditional and modern media continue to blur.
Ultimately, legacy TV series and streaming platforms are both competing and finding common ground through their respective differentiation strategies. network-produced content maintain classic formats and general audience focus, whereas digital platforms provide experimental and globally targeted content. As synergy and integration between these platforms continue to grow, audiences can expect a wider-ranging and enhanced entertainment experience in the future.
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