ITV

Tag: Jessica Jones

  • Indian content at Netflix to be creatively lead by Disney’s Simran Sethi

    Indian content at Netflix to be creatively lead by Disney’s Simran Sethi

    MUMBAI: Netflix is plumping up on executives of Indian origin as it continues to build its content catalogue targeted at the 1.3 billion strong population nation. Amongst the first to be hired for India was former Star TV-exec-turned-independent film producer,  Swati Shetty, who has been shuttling between Los Angeles and India. The latest to be recruited is experienced programming executive from traditional media, Freeform’s SVP – scripted development Simran Sethi. Sethi has left the Disney-owned network Freeform (earlier ABC Family)  to join Netflix International Originals Production Group in its in the Los Angeles office as the creative executive for India. Her immediate reporting superior is executive Erika North.

    Netflix, in the past couple of years, has been employing executives from traditional TV networks and studios.

    It, along with Amazon Prime Video, sees India’s 300 million smartphone users  as the great hope for global expansion.

    Netflix, which rated India’s Spectranet speed in July as climbing up to 3.19 Mbps, recently unveiled the Gateway Shows that lead to a heroic binge as it seems to know what viewers watch. Viewers are finding their way to the adventures of Daredevil, Jessica Jones, Luke Cage and Iron Fist through shows as diverse as the Defenders crew. And, it’s by design – more than 80 per cent of the shows are discovered through Netflix recommendations.

    “At Netflix, we know genres are just wrappers, which is why we work hard to create algorithms that help members break these pre-conceived notions and make it easier for them to find stories they’ll love, even in seemingly unlikely places,” said Netflix VP of product Todd Yellin.

    A couple of months ago, Netflix head honchos Ted Sarandos and Reed Hastings met with Indian filmstars Aamir Khan and Shah Rukh Khan as a part of its effort to break through in the subcontinent before competition does. Now, Netflix is bringing in experts such as Sethi to head India content.

    Sethi had joined Freeform in August 2015 where she helped lead the programming rebrand of ABC Family to Freeform, including developing the new series Famous in Love, The Bold Type, late-night show Truth & Iliza,  the upcoming Marvel series Cloak and Dagger,  the mermaid thriller Siren, and the Black-ish  spin-off, among others. Before joining Freeform, Sethi worked at NBC, Sony Pictures Television and Adam Sandler’s Happy Madison after receiving her MBA from Stanford Business School.

    ALSO READ :

    Race hots up: Netflix announces two India originals – ‘Selection Day’ & ‘Again’

    Disney parts ways with Netflix, plans sports & TV shows VoDs, buys BAMTech majority

    Can’t wait to harness Millarworld’s creativity, says Netflix’ Sarandos

     

  • Netflix steps up marketing drive in India, finally

    Netflix steps up marketing drive in India, finally

    MUMBAI:  There are finally some ripples in sight in the otherwise still surface of Netflix’s marketing efforts in India. From carefully curated short videos hashtagged #LifeWithoutNetflix that are doing the rounds on social media, to meme wars with market rival Hotstar on Twitter, we are seeing more of the American over-the-top video giant’s activity recently — a change from its initial presence in the market.

    https://www.facebook.com/NetflixIN/videos/1008915785888828/

    “The #LifeWithoutNetflix social campaign was created primarily to share with our users the things we love about Netflix and the great stories they can find on our service. We want to build communities within the Indian audience to help them discover content they will love, and also to understand what they want in an entertainment experience,” shared a spokesperson from Netflix team based in Singapore.

    On the recent Twitter spat with Hotstar over an internet meme and its omnipresent rivalry with the Star India owned OTT platform Hotstar, Netflix shared, “Because the entertainment market is so broad, there is an opportunity for multiple brands to be successful. Many people will subscribe to several services (including Netflix) since we have different, exclusive content.”

    For more details on this, please read

    Apart from its quick rise to be a market leader in the digital video space, what makes Netflix stand out is its effervescent marketing campaigns.  Believe it or not, its trademark ads are part of the reason it is a brand to be reckoned with, in several mature markets. And there are no rewards for guessing which media it’s best at. Netflix is known to be bullish with its social media campaigns, with each new market it enters. And yet, its touchdown on Indian soil earlier this year was marked with limited fanfare on the company’s part. No gala launch events, no press conferences with big names, no over the top PR drive. It was left to the overzealous media and enthusiastic netizens to spread the word organically.

    Therefore, industry couldn’t help ponder if this was a strategy of some sort, or Netflix simply wasn’t ready enough to take on the Indian market head on. Or maybe it is not on its priority list, given the fact that Indian audience still hasn’t fully accepted the SVOD way.

    Studying the market and spotting the real problems that is native to the audience was part of the reason for keeping a low profile before taking a plunge, a Netflix official pointed out. After all, a campaign gone wrong is probably worse than no campaign at all.

    “It’s early days in India and there’s still much to learn and discover so that we can keep making the Netflix experience better. We are pleased with how consumers in India are discovering Netflix. They like the fact that we are a flat-fee unlimited viewing commercial-free experience, can cancel anytime without commitments. They can watch as much as they want, anytime, anywhere, on nearly any Internet-connected screen,” Netflix shared. Therefore, to start with, building awareness is Netflix India’s primary task when it comes to marketing.

    Netflix has also somewhat caught the nerve of the Indian audience’s watching taste. “For now, we very quickly see that the shows Indians love are very much similar to what we see in other markets and the top ones are Netflix Originals like Master of None, Narcos, Marvel’s Daredevil and Marvel’s Jessica Jones,” the spokesperson pointed out.

    Analysts and brand consultants have time and again cited Netflix’s ads as the perfect blend of problem solving and brilliant storytelling. A good example is when Netflix coined a whole new term – ‘Netflix Cheating’ to address couples who watch shows together.

    Thus, building that niche in every market is an essential part of the brand’s communication strategy. Building a culture around  local content, of course, is the key to that.

    “On the local front, 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 to the world so you’ll find Indian film titles in all countries in which Netflix exists, accessible to all our over 81 million members. For example, Brahman Naman, a coming-of-age comedy by celebrated Indian director Q, is now available globally only on Netflix. Coming up, Raman Raghav 2.0 is also among the titles that we picked up at Cannes this year as an exclusive on Netflix. Sacred Games is Netflix first original series from India, which will be produced in partnership with Phantom Films,” the Netflix official added in parting.

    With so much on the way for Netflix audiences in India, one can anticipate the company to maintain a consistence interaction with streamers online through more engaging and snaky videos, and memes. Although the market has yet to see a high decibel campaign from digital media giant.
     

  • Netflix steps up marketing drive in India, finally

    Netflix steps up marketing drive in India, finally

    MUMBAI:  There are finally some ripples in sight in the otherwise still surface of Netflix’s marketing efforts in India. From carefully curated short videos hashtagged #LifeWithoutNetflix that are doing the rounds on social media, to meme wars with market rival Hotstar on Twitter, we are seeing more of the American over-the-top video giant’s activity recently — a change from its initial presence in the market.

    https://www.facebook.com/NetflixIN/videos/1008915785888828/

    “The #LifeWithoutNetflix social campaign was created primarily to share with our users the things we love about Netflix and the great stories they can find on our service. We want to build communities within the Indian audience to help them discover content they will love, and also to understand what they want in an entertainment experience,” shared a spokesperson from Netflix team based in Singapore.

    On the recent Twitter spat with Hotstar over an internet meme and its omnipresent rivalry with the Star India owned OTT platform Hotstar, Netflix shared, “Because the entertainment market is so broad, there is an opportunity for multiple brands to be successful. Many people will subscribe to several services (including Netflix) since we have different, exclusive content.”

    For more details on this, please read

    Apart from its quick rise to be a market leader in the digital video space, what makes Netflix stand out is its effervescent marketing campaigns.  Believe it or not, its trademark ads are part of the reason it is a brand to be reckoned with, in several mature markets. And there are no rewards for guessing which media it’s best at. Netflix is known to be bullish with its social media campaigns, with each new market it enters. And yet, its touchdown on Indian soil earlier this year was marked with limited fanfare on the company’s part. No gala launch events, no press conferences with big names, no over the top PR drive. It was left to the overzealous media and enthusiastic netizens to spread the word organically.

    Therefore, industry couldn’t help ponder if this was a strategy of some sort, or Netflix simply wasn’t ready enough to take on the Indian market head on. Or maybe it is not on its priority list, given the fact that Indian audience still hasn’t fully accepted the SVOD way.

    Studying the market and spotting the real problems that is native to the audience was part of the reason for keeping a low profile before taking a plunge, a Netflix official pointed out. After all, a campaign gone wrong is probably worse than no campaign at all.

    “It’s early days in India and there’s still much to learn and discover so that we can keep making the Netflix experience better. We are pleased with how consumers in India are discovering Netflix. They like the fact that we are a flat-fee unlimited viewing commercial-free experience, can cancel anytime without commitments. They can watch as much as they want, anytime, anywhere, on nearly any Internet-connected screen,” Netflix shared. Therefore, to start with, building awareness is Netflix India’s primary task when it comes to marketing.

    Netflix has also somewhat caught the nerve of the Indian audience’s watching taste. “For now, we very quickly see that the shows Indians love are very much similar to what we see in other markets and the top ones are Netflix Originals like Master of None, Narcos, Marvel’s Daredevil and Marvel’s Jessica Jones,” the spokesperson pointed out.

    Analysts and brand consultants have time and again cited Netflix’s ads as the perfect blend of problem solving and brilliant storytelling. A good example is when Netflix coined a whole new term – ‘Netflix Cheating’ to address couples who watch shows together.

    Thus, building that niche in every market is an essential part of the brand’s communication strategy. Building a culture around  local content, of course, is the key to that.

    “On the local front, 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 to the world so you’ll find Indian film titles in all countries in which Netflix exists, accessible to all our over 81 million members. For example, Brahman Naman, a coming-of-age comedy by celebrated Indian director Q, is now available globally only on Netflix. Coming up, Raman Raghav 2.0 is also among the titles that we picked up at Cannes this year as an exclusive on Netflix. Sacred Games is Netflix first original series from India, which will be produced in partnership with Phantom Films,” the Netflix official added in parting.

    With so much on the way for Netflix audiences in India, one can anticipate the company to maintain a consistence interaction with streamers online through more engaging and snaky videos, and memes. Although the market has yet to see a high decibel campaign from digital media giant.
     

  • Face-off between Amazon Prime, Netflix & Hulu

    Face-off between Amazon Prime, Netflix & Hulu

    MUMBAI: Folks at Amazon India are popping champagne bottles. The e-commerce giant has launched its Prime service for a free 60 day trial after which the annual subscription will be available at a special introductory price of Rs 499. Though Prime in the US and UK, offers more than the free one or two day deliveries, early access to offers and same day deliveries, the company also promises to bring its streaming video and music services here soon. Prime Video will include Amazon original TV series and movies besides other Indian and global content, is expected to be launched as a part of this service later.

    The Prime membership subscription fee in India might later be increased to Rs 999., which is much lower as compared to its other market like $99 (Rs 6,633) for US and £96 (Rs 8,691) for UK. Benefit to the US subscribers being that they can also enjoy other features like access to over a million e-books via Kindle Owners’ Lending Library and free unlimited photo storage, in addition to music and video.

    Prime will be available to customers in 100 cities, and members in 20 cities can also choose same-day, morning or scheduled delivery at a discounted fee of Rs 50 per order on over 10,000 products. These deliveries typically cost Rs 150.

    Amazon is not launching their content service which includes Amazon Video and Amazon Music. Although the company said that the video streaming is coming soon. Amazon Prime Video includes shows such as Mr. Robot and The Man In The High Castle. Reports suggest that the company will be investing a huge sum of $300 million for the original Prime video content in India.

    The biggest prime competitor for Amazon still would be Flipkart who also has a similar service called Flipkart first. The membership fees of Flipkart first is 500 per year. Like Amazon Prime, it also offers free fast deliveries and discounted one-day deliveries. Although, Flipkart customers get a Priority Customer Service or early access to deals and offerings. But returns, replacements and exchange policy remains the same.

    But the streaming showdown does not stop here. In the past, we have seen global streaming services Netflix and Hulu Plus entering Indian markets. With subscription fee of Rs 650 per month, Netflix offers a wide selection of movies and TV shows, with several series being exclusive to the platform or even made and funded by Netflix like House of Cards, Orange is the New Black and Marvel original TV shows, like Daredevil and Jessica Jones. In terms of films, it is mainly back catalogue stuff, although the occasional partnership deal will throw up a modern movie, such as The Hobbit trilogy. It has also started to produce and release films on Netflix at the same time as a cinematic release for example Crouching Tiger, Hidden Dragon: Sword of Destiny. Adam Sandler flick, The Ridiculous 6, was made by and especially for Netflix.

    InstantWatcher.com, a site plugged into the databases of both Netflix and Amazon Prime. On one hand, Amazon Prime offers more than 17,000 standard- and high-definition movies and TV series, significantly more than Netflix, which had more than 10,000. But Netflix pulled ahead overall by offering more than 7,500 HD videos vs. almost 3,500 for Amazon Prime.

    The one thing Netflix and Amazon both falter at is recent shows. There’s almost always a several month long delay between a season wrapping up and its arrival on streaming services. This is where Hulu Plus picks up the slack. Hulu Plus had 92 of the 250 shows surveyed. However, only 40 of them included backlogs of older seasons. 52 of the shows Hulu Plus carried were either the most recent season or a rotating set of the most recent few episodes of a show.

    It offers a one-week trial period in which if the viewers dislike the service, they must cancel it before the week is up otherwise will automatically be charged for a full month of service. It has original content which mostly comes from other countries and production companies, including the UK’s BBC. There are a few original web series that have made a dent, however, at the service, including The Awesomes, Deadbeat and Behind The Mask. However, Hulu Plus needs to buck up seeing the competition it has.

    Talking about compatibility, Netflix leads as you can watch it via your PC, Xbox 360, PS3, Nintendo Wii, Internet-ready TV, Roku, Android, Blu-ray player, Nook or other e-reader table, and iOS devices.

    Hulu Plus comes in at a close second, offering compatibility and support for many of the same devices that Netflix does. Unfortunately, Hulu currently lacks compatibility for many Internet-ready TVs and Blu-ray players. Still, it can show movies through gaming devices, Android, iOS devices, Roku, and various tablet computers.

    Amazon Prime doesn’t yet feature the extensive compatibility of the other two services, but it is slowly building its network. Presently, you can watch shows via internet-ready TV, Blu-ray player, Roku, Kindle Fire tablet, and iOS or Android phone. However, it cannot yet be streamed via any gaming devices.

    With this new entry, Amazon Prime is set to further intensify the competition and the intensity will only compel Amazon, Flipkart and others to improve services that can be offered to customers.

  • Face-off between Amazon Prime, Netflix & Hulu

    Face-off between Amazon Prime, Netflix & Hulu

    MUMBAI: Folks at Amazon India are popping champagne bottles. The e-commerce giant has launched its Prime service for a free 60 day trial after which the annual subscription will be available at a special introductory price of Rs 499. Though Prime in the US and UK, offers more than the free one or two day deliveries, early access to offers and same day deliveries, the company also promises to bring its streaming video and music services here soon. Prime Video will include Amazon original TV series and movies besides other Indian and global content, is expected to be launched as a part of this service later.

    The Prime membership subscription fee in India might later be increased to Rs 999., which is much lower as compared to its other market like $99 (Rs 6,633) for US and £96 (Rs 8,691) for UK. Benefit to the US subscribers being that they can also enjoy other features like access to over a million e-books via Kindle Owners’ Lending Library and free unlimited photo storage, in addition to music and video.

    Prime will be available to customers in 100 cities, and members in 20 cities can also choose same-day, morning or scheduled delivery at a discounted fee of Rs 50 per order on over 10,000 products. These deliveries typically cost Rs 150.

    Amazon is not launching their content service which includes Amazon Video and Amazon Music. Although the company said that the video streaming is coming soon. Amazon Prime Video includes shows such as Mr. Robot and The Man In The High Castle. Reports suggest that the company will be investing a huge sum of $300 million for the original Prime video content in India.

    The biggest prime competitor for Amazon still would be Flipkart who also has a similar service called Flipkart first. The membership fees of Flipkart first is 500 per year. Like Amazon Prime, it also offers free fast deliveries and discounted one-day deliveries. Although, Flipkart customers get a Priority Customer Service or early access to deals and offerings. But returns, replacements and exchange policy remains the same.

    But the streaming showdown does not stop here. In the past, we have seen global streaming services Netflix and Hulu Plus entering Indian markets. With subscription fee of Rs 650 per month, Netflix offers a wide selection of movies and TV shows, with several series being exclusive to the platform or even made and funded by Netflix like House of Cards, Orange is the New Black and Marvel original TV shows, like Daredevil and Jessica Jones. In terms of films, it is mainly back catalogue stuff, although the occasional partnership deal will throw up a modern movie, such as The Hobbit trilogy. It has also started to produce and release films on Netflix at the same time as a cinematic release for example Crouching Tiger, Hidden Dragon: Sword of Destiny. Adam Sandler flick, The Ridiculous 6, was made by and especially for Netflix.

    InstantWatcher.com, a site plugged into the databases of both Netflix and Amazon Prime. On one hand, Amazon Prime offers more than 17,000 standard- and high-definition movies and TV series, significantly more than Netflix, which had more than 10,000. But Netflix pulled ahead overall by offering more than 7,500 HD videos vs. almost 3,500 for Amazon Prime.

    The one thing Netflix and Amazon both falter at is recent shows. There’s almost always a several month long delay between a season wrapping up and its arrival on streaming services. This is where Hulu Plus picks up the slack. Hulu Plus had 92 of the 250 shows surveyed. However, only 40 of them included backlogs of older seasons. 52 of the shows Hulu Plus carried were either the most recent season or a rotating set of the most recent few episodes of a show.

    It offers a one-week trial period in which if the viewers dislike the service, they must cancel it before the week is up otherwise will automatically be charged for a full month of service. It has original content which mostly comes from other countries and production companies, including the UK’s BBC. There are a few original web series that have made a dent, however, at the service, including The Awesomes, Deadbeat and Behind The Mask. However, Hulu Plus needs to buck up seeing the competition it has.

    Talking about compatibility, Netflix leads as you can watch it via your PC, Xbox 360, PS3, Nintendo Wii, Internet-ready TV, Roku, Android, Blu-ray player, Nook or other e-reader table, and iOS devices.

    Hulu Plus comes in at a close second, offering compatibility and support for many of the same devices that Netflix does. Unfortunately, Hulu currently lacks compatibility for many Internet-ready TVs and Blu-ray players. Still, it can show movies through gaming devices, Android, iOS devices, Roku, and various tablet computers.

    Amazon Prime doesn’t yet feature the extensive compatibility of the other two services, but it is slowly building its network. Presently, you can watch shows via internet-ready TV, Blu-ray player, Roku, Kindle Fire tablet, and iOS or Android phone. However, it cannot yet be streamed via any gaming devices.

    With this new entry, Amazon Prime is set to further intensify the competition and the intensity will only compel Amazon, Flipkart and others to improve services that can be offered to customers.