Netflix eyes the crown in India with local content
NEW DELHI: American streaming platform Netflix is going to bet aggressively on expanding its local Indian content library, with special focus on original feature films over the next year. The over-the-top (OTT) video service that appointed veteran film and television producer Shrishti Behl as director, international originals, India is looking keenly to have movies designed exclusively for it, besides acquiring movies post theatrical release.
“We have a plan where we are expanding our originals initiative in India to not just do more web series but also more films. Our goal is to get eight to ten, maybe 12 films that are originals, produced and delivered per year,” said Erik Barmack, vicepresident, International Originals, Netflix over a phone call from Los Angeles. These, Barmack added, would be in addition to the films Netflix acquires from movie studios.
In India, the company is estimated to have set aside ₹500-600 crore to invest in original content per year. As of now, it has signed deals with Shah Rukh Khan’s Red Chillies Entertainment, Anurag Kashyap’s Phantom Films and Anil Kapoor Films. “Our investment in India is going to be fairly deep. We’re looking at really high-quality films that feature important Indian talent for a global audience,” Barmack said.
Little surprise then Shrishti Behl’s appointment at Netflix is being seen as a major coup for content generation. Behl’s doesn’t just belong to a production family but has been involved in several film and television projects herself.
“What Amazon (Prime Video) has done by signing up leading production houses and corporate studios (in deals to acquire their films post theatrical release) is a no-brainer but Netflix is working more organically to look for people who are rooted and connected to the industry. It may be a longer route but they’re identifying the best possible resources in this country,” said Utpal Acharya, founder of film company Indian Film Studios.
To be sure, Netflix sees the slow and gradual route to cracking the Indian market as an exciting one.