Broadcasting vs. OTT Competition: How Terrestrial Platforms and Digital Broadcasters Adapt to Change
Broadcasting vs. OTT Competition: How Terrestrial Platforms and Digital Broadcasters Adapt to Change
Blog Article
Terrestrial dramas have long been established as popular TV programs, produced and broadcast through traditional broadcasting stations. In contrast, online services are web-powered streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As media consumption habits evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is developing unique content and employing differentiated strategies to stay ahead.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing productions with broad audience reach while maintaining classic narrative structures. In particular, they actively cast star actors to attract audience interest and produce dramas that appeal to a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their decades of industry presence and established reputation, they continue to offer traditional stories, ensuring stable viewership ratings. This allows audiences to explore different channels to engage with traditional content through various platforms.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing tactics distinct from network-based television. Firstly, they actively incorporate new genres and innovative storytelling, prioritizing originality and narrative depth over mass appeal. Secondly, they curate personalized selections that meets the needs of individual tastes, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the global market, allowing them to grow their fanbase not only domestically but also internationally. Through these methods, OTT services are strengthening their competitiveness in ways different from conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the streaming space, competition has escalated. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBS Streaming Hub' and 'wavve', respectively, providing their existing TV shows on digital platforms. This strategy helps preserve the market presence of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the rise of new media services is reshaping viewing habits towards more flexible viewing options.
Conversely, streaming providers are also enhancing their competitiveness by partnering with traditional TV networks. A leading global streaming giant has gained a global following with K-content hits like the 후후티비2 breakout survival thriller and 'Hellbound', leveraging the high-quality filming standards of Korean TV networks. 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 OTT services are both competing and seeking collaboration through their respective differentiation strategies. network-produced content maintain established storytelling and broad accessibility, whereas digital platforms provide experimental and cross-border content. As collaboration and integration between these platforms continue to grow, audiences can expect a richer and enhanced content environment in the future.
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