Broadcasting vs. OTT Competition: How Terrestrial Platforms and Digital Broadcasters Innovate
Broadcasting vs. OTT Competition: How Terrestrial Platforms and Digital Broadcasters Innovate
Blog Article
Terrestrial dramas have long been established as popular TV programs, produced and broadcast through terrestrial broadcasting stations. In contrast, online services are internet-based streaming platforms, with Netflix, regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between terrestrial dramas and OTT services has intensified. Consequently, each platform is developing original productions and employing distinct strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining traditional storytelling methods. In particular, they actively highlight celebrity performers to increase viewer engagement and produce narratives that appeal to a broad spectrum of viewers, 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 platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively incorporate emerging trends and innovative storytelling, prioritizing artistic direction and artistry over mainstream success. Secondly, they provide tailored content that caters to individual tastes, targeting niche audiences. Lastly, they focus on producing globally accessible media aimed at the expanding international scene, allowing them to secure viewers not only domestically but also internationally. Through these strategies, OTT platforms are strengthening their competitiveness in ways different from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the digital entertainment industry, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, making available their existing TV shows on online services. This effort helps maintain the influence of established TV channels while engaging modern audiences. Meanwhile, the growth of competing streaming networks is changing consumer behavior towards more on-demand entertainment.
Conversely, OTT services are also solidifying their influence by collaborating with legacy content producers. Netflix has gained a global following with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of Korean TV networks. This synergy helps both parties maximize their potential, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, terrestrial dramas and streaming platforms are both fighting for dominance and seeking collaboration through their respective market tactics. Terrestrial dramas maintain established storytelling and mass appeal, whereas OTT services provide experimental and internationally appealing content. As strategic partnerships and cooperation 후후티비 between these platforms continue to expand, audiences can expect a wider-ranging and elevated entertainment experience in the future.
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