iWorld
Netflix plans to become leading producer & distributor of high-quality Indian content
MUMBAI: Online properties are gradually overtaking television in the race to become video content leaders. From mass programming, entertainment now is moving towards personalised experience curated for each individual. Netflix plans to become a leading producer and distributor of high-quality Indian content. In 2017, it has been doubling down on Indian investment and looking to put together a good content library.
This year, it announced partnerships with Videocon, Airtel and Vodafone — which would help Netflix go deep into the diverse Indian market, taking in up millions of users to watch Netflix on a mobile phone, TV or through a set-top box.
Netflix, although, very expensive as compared to the monthly subscription of other OTT / VoD players in India came to the rescue of content lovers, Netflix Asia vice president of communications Jessica Lee tells Verve.
Be it TV shows or movies, Netflix, which closed Q2 2017 with 104 million members globally, has revolutionised video watching. It offers movies such as Okja and War Machine (both 2017) to a battery of shows such as House of Cards, Narcos and The Crown. Even though Netflix India charges the steepest subscription, it remains popular owing to its content.
A viewer earlier spent months following a TV series to conclusion, but now, Indians are finishing a series in three days (although, the global average is four days) such as Unbreakable Kimmy Schmidt, Narcos, Bloodline Jessica Jones. The most-loved genre in India is sci-fi, Netflix believes.
Netflix believes it is touching a pool of consumers in India with a great passion for diverse entertainment. The VoD service offers global original shows from The Crown and Stranger Things to mainstream, star-driven Indian films such as Shah Rukh Khan movies, Baahubali and Dangal.
It is also working on independent films with film-makers in India. Comedy is another popular genre in India which Netflix is thriving on with original specials from Aziz Ansari, Russell Peters, Ali Wong, Chris Tucker, Hasan Minhaj and Dave Chappelle.
Some of the popular Netflix originals in India, one of its heaviest users of the ‘download’ feature, are Daredevil, Luke Cage, Narcos, House of Cards, The Crown, Stranger Things and Master of None. As a global platform, Netflix sees great stories travelling across regions which is a huge opportunity for Indian content creators.
Indian content is a part of Netflix’s global plan. For 2017, its content budget is USD 6 billion for both, licensed and original content. It plans to reach over 1,000 hours of original content this year — about 400 original TV series and films including ones from India.
On the originals front, Netflix is focused on finding great Indian stories – for the world to see, ‘Sacred Games’ being the first. It recently announced two other originals, Selection Day and Again. Another area for Netflix is top-quality local stand-up originals with, for example — Aditi Mittal and Vir Das.
Netflix believes watching together is becoming a trend in India, with 79 per cent of couples surveyed saying that streaming is a way to spend time together. It has gathered that India is a nation of commute streamers. Indians, it says, are 82 per cent more likely to stream at 9 am, and the peak streaming time in India is 5 pm.
An interesting habit Netflix has observed in India is that while 31 per cent of its subscribers sign up on mobiles, they move to TV around six months later. While sign-ups on television are lower (at 12 per cent), within six months that behaviour grows to about 32 per cent. Netflix concludes that consumers are taking advantage of the flexibility it allows — to watch on multiple devices.
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iWorld
Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
