Broadcasting vs. OTT Competition: How Traditional Media and OTT Platforms Innovate
Broadcasting vs. OTT Competition: How Traditional Media and OTT Platforms Innovate
Blog Article
Terrestrial dramas have long been established as mainstream TV programs, produced and broadcast through traditional broadcasting stations. In contrast, online services are internet-based streaming platforms, with global streaming giants, regional streaming services, and domestic platforms being representative examples. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is creating exclusive releases and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with high mass appeal while maintaining time-honored formats. In particular, they actively feature celebrity performers to increase viewer engagement and produce narratives that appeal to a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and network legacy, they continue to present familiar content, ensuring reliable audience numbers. This allows audiences to find more ways to engage with traditional content through various mediums.
Differentiation Strategies of OTT Services
OTT services are expanding their market by employing tactics distinct from network-based television. Firstly, they actively adopt new genres and unique structures, prioritizing originality and cinematic quality over broad website popularity. Secondly, they offer customized programming that aligns with individual tastes, targeting unique fan bases. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to grow their fanbase not only within their region but also on a global scale. Through these strategies, OTT platforms are strengthening their competitiveness in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the streaming space, 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 produced series on internet-based distribution channels. This initiative helps sustain the relevance of established TV channels while expanding their digital reach. Meanwhile, the growth of alternative digital platforms is shifting audience preferences towards more on-demand entertainment.
Conversely, OTT services are also expanding their dominance by partnering with traditional TV networks. Netflix has gained worldwide success with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the drama production capabilities of traditional industry leaders. This collaboration helps both parties complement each other’s strengths, fostering a richer content environment. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, terrestrial dramas and streaming platforms are both competing and working together through their respective market tactics. network-produced content maintain classic formats and general audience focus, whereas digital platforms provide bold and globally targeted content. As collaboration and integration between these platforms continue to grow, audiences can expect a more diverse and enriched entertainment experience in the future.
Report this page