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 shows, produced and broadcast through terrestrial broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, regional streaming services, and domestic platforms being representative examples. As audience preferences evolve, competition between terrestrial dramas and OTT services has heightened. Consequently, each platform is developing original productions and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing productions with broad audience reach while maintaining classic narrative structures. 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 brand trust, 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 distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing website approaches distinct from legacy media. Firstly, they actively incorporate emerging trends and unique structures, prioritizing originality and cinematic quality over broad popularity. Secondly, they curate personalized selections that aligns with niche preferences, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to secure viewers not only in their home country but also across different cultures. Through these approaches, OTT platforms are redefining the market in ways different from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As legacy media companies increasingly enter the digital entertainment industry, competition has become fierce. For instance, KBS and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, providing their existing broadcast content on digital platforms. This effort helps preserve the market presence of traditional broadcasting platforms while expanding their digital reach. Meanwhile, the emergence of alternative digital platforms is reshaping viewing habits towards more on-demand entertainment.
Conversely, digital platforms are also enhancing their competitiveness by working alongside terrestrial broadcasters. A leading global streaming giant has gained worldwide success with K-content hits like the breakout survival thriller and 'Hellbound', leveraging the storytelling expertise of terrestrial broadcasters. 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, legacy TV series and OTT services are both competing and working together through their respective unique approaches. network-produced content maintain established storytelling and broad accessibility, whereas digital platforms provide genre-defying and cross-border content. As collaboration and cooperation between these platforms continue to expand, audiences can expect a wider-ranging and enriched content environment in the future.
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