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 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 Wavve being representative examples. As audience preferences evolve, competition between network-produced series and OTT services has become fierce. Consequently, each platform is creating original productions and employing differentiated strategies to maintain relevance.
Differentiation Strategies of Terrestrial Dramas
Terrestrial broadcast series focus on providing stories with widespread popularity while maintaining classic narrative structures. In particular, they actively highlight star actors to boost ratings and produce narratives that resonate with a diverse demographic, thereby securing a loyal audience. Additionally, leveraging their long broadcasting experience and established reputation, 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 services are expanding their market by employing tactics distinct from legacy media. Firstly, they actively adopt unconventional narratives and unique structures, prioritizing artistic direction and cinematic quality over mass appeal. Secondly, they curate customized programming that caters to individual tastes, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the worldwide audience, allowing them to secure viewers not only domestically but also across different cultures. Through these strategies, OTT platforms are building industry dominance in ways different from legacy channels.
Competition and Collaboration Between Platforms
As terrestrial broadcasters increasingly enter the OTT market, competition has intensified. For instance, one of Korea’s leading networks and a long-established broadcaster operate their own OTT services, 'KBSon' and 'wavve', respectively, distributing their existing TV shows on digital platforms. This initiative helps sustain the relevance of traditional broadcasting platforms while engaging modern audiences. Meanwhile, the growth of new media services is changing consumer behavior towards more user-controlled content access.
Conversely, streaming providers are also solidifying their influence by partnering with traditional TV networks. A leading global streaming giant has gained massive international recognition with Hallyu series like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of traditional industry leaders. This collaboration helps both parties complement each other’s strengths, fostering a more dynamic industry. As a result, the distinction between traditional and modern media continue to fade.
Ultimately, legacy TV series and OTT services are both competing and finding common ground through their respective differentiation strategies. network-produced content maintain established storytelling 후후티비 대체 and mass appeal, whereas OTT services provide genre-defying and globally targeted content. As synergy and merging between these platforms continue to expand, audiences can expect a wider-ranging and elevated entertainment experience in the future.
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