Wednesday, March 16, 2011

Netflix And Original Programming

Portrait of actor Kevin Spacey (in 2006)(Part ...Image via Wikipedia
GigaOm: For Netflix, a Risky Bet on Original Programming: Netflix is reportedly in talks to score its first original programming, bidding against cable networks like HBO for the rights to a new project called House of Cards that would star Kevin Spacey and be directed by David Fincher. ..... ected, that still put the price tag for a single series at about half the amount that Netflix has been paying for entire libraries of long-tail content ...... Instead of relying on premium cable networks like Starz and Epix to stream their on-demand content, or waiting years for popular titles to fall out of the pay TV window, Netflix bet big on a deal with indie studio Relativity Media that would give it exclusive access to the indie studio’s movies. It looks like that bet will pay off, as The Fighter, with Academy Award winners Christian Bale and Melissa Leo, will soon appear exclusively on Netflix, rather than going to one of the cable networks....... The overwhelming sentiment in Hollywood seems to be that Netflix will get the scraps that no one else wants. “What used to be called ‘reruns’ on television is now called Netflix,” Comcast CEO Brian Roberts told the Wall Street Journal a few weeks ago. Time Warner chief Jeff Bewkes has been equally dismissive in the past, saying that he believes Netflix will be a place for low-value content that networks and studios can’t syndicate anywhere else...... One of the arguments that cable networks and distributors like to make about the effect that Netflix — and online video in general — has on the broader TV ecosystem is that by disrupting current business models, Netflix is essentially destroying the engine through which high-quality content is created. ..... could be good news for the future of what we think of as “TV programming.”
Netflix always needed to be about original programming. Netflix needed to be about indie movies. Netflix needed to release movies. As in, you make a movie, and you release it on Netflix. Like Apple has the iPhone app store, Netflix needs to become that place where you place your movies once you make them. If people watch your movies, you make money.

The idea of having to beg old movie houses to run their old movies has been weird. First of all, they don't seem to get the technology. Should be the case that business models chase technologies, but instead we have technologies on a lookout for business models.
Image representing Netflix as depicted in Crun...Image via CrunchBase
Better late than ever. I am so glad Netflix is getting into original programming. This is the way it always needed to be.

But this still does not go all the way. Why is Netflix paying for content creation? Let people create content. Let Netflix be the platform they use to get to their users. How many views you get determines how much money you make.
Kevin Spacey in Berlin 2005.Image via Wikipedia
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