BEHIND THE SCENES
The ins and outs of ‘storytelling’
IMAGING LAB: Everything you see on Netflix — from cameras to colour grading systems to displays that creatives look at images on — is being tested here. The camera is really where the image starts, so they really care a lot about the quality of the cameras they use, making sure they are truly capturing 4K and have enough dynamic range to really take advantage of HDR. They just acquired a top-of-the-line camera, the Panavision DSL2, which will really beef up their already high-tech imaging arsenal. SOUND ROOM: From the silence of the Imaging Lab, everything you want to hear is in this area — from all angles, even. The Dolby Atmos technology used by Netflix is an attempt to simulate the natural world to immerse the viewer in the show in a way that’s similar to how we hear sound in real life. If they need to add or remove sound, or reduce something or make it louder, the technology is all here. Hundreds of tracks are in the final mix, so it’s quite an operation to do. CONSUMER LIVING ROOM: Yes, there’s also an area dedicated to an actual viewing experience, akin to being at the comforts of your home. Members and non-members can try out different features so that Netflix can get their feedback and continue to improve the features to deliver the best experience possible. They also put a premium focus on kids’ content so that they can watch appropriate stuff along with a unique design. LOCALISATION: One of the biggest challenges is making sure everyone gets the actual meaning of all the words spoken in shows — no matter which country it’s in. Simply put: if a dub or subtitle is done incorrectly, words can get lost in translation. There are so many cultural references, idioms and words that we find funny in one place, but doesn’t make sense or may even offend in another. And you don’t just put in a dub or slap in a subtitle: pacing is important, going along with the flow of the show; being too fast or too slow can adversely affect the viewing experience.
PLATFORMS: Back in the day, the TV was the only device in which you could watch shows and movies that have long ceased to be shown in cinemas. Nowadays, you can do that practically anywhere — computers, mobile devices, gaming consoles and, not to forget TVs in the comfort of home. Netflix ensures that content is accessible across an entire ecosystem, with rigorous tests being done: the image on the right shows a dedicated room where various devices are being monitored, in which over 100,000 tests are conducted and more than 600,000 screenshots snapped to find out any potential issues related to content delivery, bandwidth and other technical stuff that can hinder a seamless experience. And a bit of trivia: while 40 per cent of those who sign up for Netflix use a PC to do so, after six months 70 per cent of these users view content on their TVs. BRIDGING TWO WORLDS: It’s always been about content and technology. Bridging those two worlds — to bring together the best of content and the best of technology — gives content-hungry consumers around the world exactly what they need for their entertainment experiences. Netflix’s library continues to expand, catering to all ages and all walks of life. Each user profile represents unique preferences and content tastes of one viewer, which is then used to tailor and optimise the experience to that individual.