Broadcasting vs. OTT Competition: How Traditional Media and OTT Platforms Redefine the Market

Terrestrial broadcast series have get more info long been established as widely recognized TV shows, produced and broadcast through major network broadcasting stations. In contrast, online services are digitally distributed streaming platforms, with Netflix, Watcha, and Wavve being leading competitors. As audience preferences evolve, competition between network-produced series and digital streaming platforms has intensified. Consequently, each platform is developing unique content and employing distinct strategies to maintain relevance.

Differentiation Strategies of Terrestrial Dramas

Terrestrial broadcast series focus on providing stories with high mass appeal while maintaining classic narrative structures. In particular, they actively cast renowned leads to increase viewer engagement and produce dramas that appeal to a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their long broadcasting experience and established reputation, they continue to present familiar content, ensuring stable viewership ratings. This allows audiences to have multiple options to engage with network television through various mediums.

Differentiation Strategies of OTT Services

OTT providers are expanding their influence by employing strategies distinct from network-based television. Firstly, they actively incorporate new genres and unique structures, prioritizing originality and cinematic quality over mass appeal. Secondly, they provide tailored content that aligns with specific interests, targeting unique fan bases. Lastly, they focus on producing multinational content aimed at the expanding international scene, allowing them to secure viewers not only domestically but also internationally. Through these methods, OTT platforms are strengthening their competitiveness in ways distinct from conventional TV networks.

Competition and Collaboration Between Platforms

As legacy media companies increasingly enter the streaming space, competition has escalated. For instance, one of Korea’s leading networks and MBC operate their own OTT services, 'KBS Streaming Hub' and 'MBC Digital', respectively, distributing their existing broadcast content on online services. This initiative helps preserve the market presence of legacy networks while attracting new viewership. Meanwhile, the rise of alternative digital platforms is reshaping viewing habits towards more user-controlled content access.

Conversely, digital platforms are also enhancing their competitiveness by partnering with traditional TV networks. A leading global streaming giant has gained a global following with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the drama production capabilities of traditional industry leaders. This synergy helps both parties maximize their potential, 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 rivaling each other and finding common ground through their respective differentiation strategies. network-produced content maintain traditional genres and general audience focus, whereas digital platforms provide genre-defying and globally targeted content. As strategic partnerships and merging between these platforms continue to expand, audiences can expect a richer and enhanced media landscape in the future.

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