Broadcasting vs. OTT Competition: How Terrestrial Platforms and OTT Platforms Innovate
Terrestrial broadcast series have long been established as popular TV shows, produced and broadcast through terrestrial 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 audience preferences evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is creating exclusive releases and employing adaptive strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining time-honored formats. In particular, they actively feature celebrity performers to boost ratings and produce dramas that capture the interest of a broad spectrum of viewers, thereby securing a loyal audience. Additionally, leveraging their decades of industry presence and network legacy, they continue to offer traditional stories, ensuring consistent success. This allows audiences to have multiple options to engage with network television through various platforms.
Differentiation Strategies of OTT Services
OTT providers are expanding their influence by employing strategies distinct from legacy media. Firstly, they actively incorporate emerging trends and innovative storytelling, prioritizing creative risk-taking and narrative depth over mainstream success. Secondly, they offer personalized selections that meets the needs of niche preferences, targeting unique fan bases. Lastly, they focus on producing international releases aimed at the global market, allowing them to attract subscribers not only domestically but also on a global scale. Through these strategies, OTT services are redefining the market in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly penetrate the streaming space, competition has escalated. For instance, KBS and a long-established broadcaster operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, providing their existing TV shows on online services. This effort helps maintain the influence of established TV channels while attracting new viewership. Meanwhile, the rise of competing streaming networks more info is shifting audience preferences towards more user-controlled content access.
Conversely, digital platforms are also solidifying their influence by working alongside terrestrial broadcasters. A leading global streaming giant has gained massive international recognition with Korean dramas like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of traditional industry leaders. This synergy helps both parties leverage their advantages, fostering a more dynamic industry. As a result, the boundaries between network TV and streaming continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both rivaling each other and working together through their respective unique approaches. network-produced content maintain traditional genres and general audience focus, whereas digital platforms provide genre-defying and cross-border content. As strategic partnerships and cooperation between these platforms continue to expand, audiences can expect a more diverse and enhanced media landscape in the future.