Broadcasting vs. OTT Competition: How Terrestrial Platforms and New Streaming Giants Innovate
Broadcasting vs. OTT Competition: How Terrestrial Platforms and New Streaming Giants Innovate
Blog Article
Terrestrial dramas have long been established as popular TV shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are web-powered streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being leading competitors. As viewing trends evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is producing unique content and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing stories with widespread popularity while maintaining time-honored formats. In particular, they actively highlight celebrity performers to boost ratings and produce narratives that capture the interest of a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and established reputation, they continue to offer traditional stories, ensuring reliable audience numbers. This allows audiences to have multiple options to engage with long-standing formats through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing strategies distinct from traditional terrestrial broadcasting. Firstly, they actively embrace new genres and experimental formats, prioritizing artistic direction and artistry over mass appeal. Secondly, they offer tailored content that aligns with niche preferences, targeting specialized demographics. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to grow their fanbase not only in their home country but also internationally. Through these approaches, OTT services are redefining the market in ways distinct from legacy channels.
Competition and Collaboration Between Platforms
As legacy media companies increasingly expand into the OTT market, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own streaming platforms, 'KBSon' and 'MBC Digital', respectively, distributing their existing TV shows on internet-based distribution channels. This effort helps preserve the market presence of established TV channels while engaging modern audiences. Meanwhile, the growth of new media services is shifting audience preferences towards more user-controlled content access.
Conversely, digital platforms are also expanding their dominance by partnering with terrestrial broadcasters. Netflix has gained massive international recognition with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. This synergy helps both parties complement each other’s strengths, fostering a diverse storytelling landscape. As a result, the boundaries between network TV and streaming continue to blur.
Ultimately, legacy TV series and OTT services are both competing and seeking collaboration through their respective unique 후후티비 대체 approaches. network-produced content maintain traditional genres and general audience focus, whereas digital platforms provide bold and cross-border content. As collaboration and merging between these platforms continue to expand, audiences can expect a wider-ranging and enhanced media landscape in the future.
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