Netflix will be rolling out under-the-radar original third-party serialized television programs in a bid to boost its streaming portfolio and avoid pricey bidding wars for license rights with resistant pay-TV channels.
The popular streaming service hope to capture member attention by unleashing offbeat serialized dramas ignored by pay-TV competitors such as HBO, Showtime and Stars.
This strategy will see them offer:
episodes of “Lilyhammer,” about a former New York mobster who goes to Lillehammer, Norway, as part of a federal witness protection program. The Norwegian production stars Steven Van Zandt (“The Sopranos”). Another exclusive is “Borgia: Faith and Fear,” a French/German serialized drama that recounts the Borgia family’s rise to power and domination of the Vatican during the Renaissance.
With Netflix expanding its streaming service internationally, its search for stellar seriable programming causes its subscription-based video on demand platform to bump heads with content holders despite a decline of the TV DVD and syndication markets.
Netflix CCO Ted Serandos said the typical audience for one-hour serialized TV programming is pay-TV channels such as HBO, Showtime and Starz — who he says are least likely to license content to Netflix due to competing business models.
Sarandos believes programs such as Lilyhammer, Borgia: Faith and Fear, and forthcoming House of Cards allows Netflix to get in the game and compete for pay-TV channel viewers with original programming:
“The ability to zero in on people’s tastes [allows you to] overcome a lot of the preconceived prejudice around content that [is subtitled and not in English]. Hollywood to the world is a big business,” he said. “The world to the world is a bigger business.”
Netflix have the ability to direct members to the serials they are interested in, as Serandos explains:
“People don’t sit around the dinner table discussing how a movie was distributed. They talk about whether they loved it or not. We think we can use the same [user] algorithms to launch a [TV] show very rapidly and put it into the hands of the people who will love it most. It is kind of the opposite of launching a [theatrical] movie.”
Source: Home Media Magazine
Very interesting stuff. I’m curious to see the caliber of serials they roll out and whether people take to them. It’s definitely something to keep an eye on in the ever-evolving seriable landscape.
Would you be interested in watching ‘offbeat’ serialized drama on Netflix?