Broadcasting vs. OTT Competition: How Terrestrial Platforms and Digital Broadcasters Innovate
Terrestrial broadcast series have long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed streaming platforms, with Netflix, Watcha, and domestic platforms being leading competitors. As audience preferences evolve, competition between network-produced series and digital streaming platforms has become fierce. Consequently, each platform is developing original productions and employing differentiated strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing content with widespread popularity while maintaining classic narrative structures. In particular, they actively highlight renowned leads to increase viewer engagement and produce narratives that capture the interest of a broad spectrum of viewers, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and network legacy, they continue to offer traditional stories, ensuring consistent success. This allows audiences to have multiple options to engage with traditional content through various distribution channels.
Differentiation Strategies of OTT Services
OTT platforms are expanding their subscriber base by employing approaches distinct from traditional terrestrial broadcasting. Firstly, they actively adopt unconventional narratives and experimental formats, prioritizing originality and narrative depth over mass appeal. Secondly, they curate customized programming that meets the needs of individual tastes, targeting specialized demographics. Lastly, they focus on producing globally accessible media aimed at the worldwide audience, allowing them to secure viewers not only in their home country but also on a global scale. Through these approaches, OTT services are redefining the market in ways unlike conventional TV networks.
Competition and Collaboration Between Platforms
As major TV networks increasingly penetrate the streaming space, competition has become fierce. For instance, one of Korea’s leading networks and MBC operate their own streaming platforms, 'KBS Streaming Hub' and 'MBC Digital', respectively, making available their existing broadcast content on internet-based distribution channels. This initiative helps check here preserve the market presence of established TV channels while engaging modern audiences. Meanwhile, the rise of new media services is changing consumer behavior towards more flexible viewing options.
Conversely, digital platforms are also enhancing their competitiveness by partnering with terrestrial broadcasters. A leading global streaming giant has gained worldwide success with Hallyu series like 'Squid Game' and the supernatural dystopian sensation, leveraging the drama production capabilities of terrestrial broadcasters. This collaboration helps both parties maximize their potential, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to become less defined.
Ultimately, terrestrial dramas and OTT services are both competing and working together through their respective differentiation strategies. Terrestrial dramas maintain classic formats and mass appeal, whereas OTT services provide bold and cross-border content. As synergy and integration between these platforms continue to develop, audiences can expect a wider-ranging and enriched entertainment experience in the future.