Ever since its launch in January, Netflix has been trying to localise its strategy to gain a proper foothold in India. “We are pursuing recent Bollywood titles, notable indie films, memorable classic Bollywood titles and the best of regional cinema (Tamil, Gujarati, Punjabi, Marathi). Our goal is to bring Indian cinema to not only all regions of India but in all countries where Netflix exists,” shares a spokesperson from Netflix.
Localising its strategy
Earlier Netflix bought the streaming rights to indie-movie ‘Brahman Naman’ scheduled to premiere later this year. Now it’s looking to get into production of Indian series and movies. “We look for experienced creators with great stories to tell from all over the world. We’re already making series and films in Brazil, Canada, Colombia, France, Japan, Italy, Mexico and the UK, and are always on the lookout for new and compelling projects that would appeal to a global audience,” says the spokesperson without giving further details.
When it comes to library update, this global content provider with an enormous user base of 75 million is scouting for ‘talented storytellers with a strong track record who have stories they are passionate about sharing.’ Early on when Netflix was launched, Indian users were disappointed with its limited library which was 7 % of its US library. Since then it has been working on its content strategy and adding interesting titles to its library.
On the global content front, Netflix is in a comfortable position with US $5 billion allotted for its programming, 60 per cent more than previous year. “That includes more than 30 new Netflix original series (or seasons of existing series). There’s more than one full new season of a series every other week. In addition, we’re expanding our original film initiative, launching more than 10 films exclusively on Netflix in 2016. We also are adding more kids programming and documentaries,” offers the spokesperson.
Netflix Recommended TV programme goes global
Recently Netflix announced that Sony and LG TVs will receive its 2016 Netflix Recommended TV seal of approval. It identifies smart TVs that work best with its service to give an ultimate Netflix experience. The Netflix Recommended programme was launched last year for the US and now the company has made public its 2016 line-up of recommended TVs. These include WebOS TVs made by LG and Sony's line of Android TVs that will be sold in India also.
Taking on competition in the right way
The OTT segment has lately seen a spurt of activities across different providers including new launches like California-based Vuclip’s Viu and Viacom18’s Voot and expansion of original content by ZDCL’s dittoTV. Netflix is unperturbed by competition and prefers to take it in its stride. “The entertainment market is so broad, multiple brands can be successful. Many people will subscribe to several services (including Netflix) since we have different, exclusive content. The transition to internet TV, with its greater consumer satisfaction, will mean growth for many internet TV services. People are spending more time on entertainment and the pie is getting bigger, which means we all get a larger share,” says the spokesperson.