Broadcasting vs. OTT Competition: How Traditional Media and Digital Broadcasters Innovate
Broadcasting vs. OTT Competition: How Traditional Media and Digital Broadcasters Innovate
Blog Article
Terrestrial broadcast series have long been established as popular TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, streaming services are internet-based streaming platforms, with Netflix, regional streaming services, and Wavve being leading competitors. As media consumption habits evolve, competition between network-produced series and OTT services has heightened. Consequently, each platform is creating exclusive releases and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with widespread popularity while maintaining classic narrative structures. In particular, they actively feature celebrity performers to boost ratings and produce narratives 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 deliver time-tested formulas, ensuring reliable audience numbers. This allows audiences to explore different channels to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing tactics distinct from network-based television. Firstly, they actively adopt unconventional narratives 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 unique fan bases. Lastly, they focus on producing globally accessible media aimed at the global market, allowing them to secure viewers not only within their get more info region but also on a global scale. Through these approaches, OTT platforms are building industry dominance in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As legacy media companies increasingly penetrate the OTT market, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, distributing their existing broadcast content on digital platforms. This effort helps maintain the influence of established TV channels while expanding their digital reach. Meanwhile, the rise of competing streaming networks is changing consumer behavior towards more user-controlled content access.
Conversely, digital platforms are also expanding their dominance by partnering with legacy content producers. Netflix has gained a global following with Hallyu series like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of Korean TV networks. This collaboration helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the lines between terrestrial and digital platforms continue to become less defined.
Ultimately, legacy TV series and OTT services are both rivaling each other and seeking collaboration through their respective market tactics. Terrestrial dramas maintain established storytelling and mass appeal, whereas OTT services provide bold and internationally appealing content. As strategic partnerships and merging between these platforms continue to expand, audiences can expect a more diverse and enriched media landscape in the future.
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