Content Hub
We want to be future-protected: Netflix’s Aashish Singh
MUMBAI: Netflix India’s recent film Yeh Ballet has received critical appreciation. It is a story of two boys from humble backgrounds who go on to become dancers. On the contrary, critics did not hold a very high view of Drive. The streaming service has kicked off March with another film Guilty. Along with churning out premium episodic content like Sacred Games, Jamtara, the ambition of Netflix to make a mark in digital original films is very evident.
At Indiantelevision.com's The Content Hub 2020, Netflix India original film director Aashish Singh in a candid chat with Indiantelevision.com founder, CEO and editor-in-chief Anil Wanvari spoke about Netflix’s upcoming diverse slate of films to offer its subscribers content for every mood.
Singh said that they are looking for content creators to create the best work of their lives. The platform is looking at a very diverse slate including films that can work across all genres for any audience that they can watch, anytime, anywhere. Singh is of the view that good stories could come from anywhere and can be watched everywhere.
“We do look at quality in terms of the technical requirements of a film, in terms of the cameras because we want to be future-protected. We want our films to be watched even ten years later, for that matter. So definitely quality is something that we definitely look at. We want to work with the best creative talent,” Singh commented.
Netflix is also expanding its funnel by getting to know the Indian market better.
"So you will get to see a very diverse state going forward. And we have a wonderful slate already that's in process for 2021 and 2022,” he added.
Singh also reaffirmed that the platform is not only looking at big names and they are working with ten new directors, nine new writers, eight women as new writers and directors this year itself. He added that Netflix is hungry for people who have not yet been discovered. According to him, those are the people who can come up with shows like Jamtara.
When it comes to filmmaking, Netflix helps filmmakers throughout the process right from pre-production. The streaming service has a production team, finance team, post production team, VFX team that supports the entire filmmaking process. He notes that it helps in quality production. He also mentioned that they support creators to make it the best experience for them but they do not interfere in the process.
“I liked Yeh Ballet a lot. And it's a very authentic story which talks about dance form that's not very common. The feedback that I got from a lot of people is that they didn't know much about ballet but after they saw the film, they want their kids to probably go and learn ballet,” he added. He also stated that Drive has also performed well on the platform.
Although Netflix has not announced any animated content in terms of films, the platform is exploring things that could do well in the animation space and is in talks with a lot of people who are creating animation content in the country.
Talking about challenges, Singh mentions that awareness of Netflix is an issue in India. Although the tier one cities and most of the urban people know about Netflix, Singh thinks they still have a long way to go as far as reaching out to the tier two cities or tier three cities.
Mumbai: Exploring the shift from regional to national content, this synopsis delves into the trends and challenges. It navigates the transformation, analyzing industry dynamics, emerging trends, and the hurdles faced. From preserving regional variation to adapting to a broader audience, it examines the multifaceted journey of regional content evolving into a national narrative. In what ways do the emerging trends and challenges influence the dynamics of the entertainment industry during this transition? How can creators navigate these changes effectively? What strategic approaches can content creators adopt to strike a balance between maintaining regional identity and fostering a cohesive national narrative in their work? How can the transition from ‘regional’ to ‘national content’ impact cultural diversity within the entertainment industry, and what measures can be taken to ensure the preservation of regional variation?
In a rapidly evolving media landscape, seasoned industry professionals have offered valuable insights into the transformation of content consumption and production. The session was chaired by Ernst and Young partner Raghav Anand, MMTV chief executive officer P.R. Satheesh, Sony Marathi business head Ajay Bhalwankar, PTC Network chairman & MD Rabindra Narayan, Shemaroo Entertainment COO, Digital, Saurabh Srivastava esteemed voices in the field, have articulated their perspectives on the burgeoning shift towards globalised content.
Rabindra Narayan emphasised the dissolution of regional boundaries in content consumption, attributing it to the accessibility facilitated by global platforms and connectivity options. He predicts a future where language barriers will fade, citing the potential of technology to clone and adapt voices, thus enabling seamless localization across languages.
Saurabh highlighted the democratisation of content creation in the digital era, underscoring its empowerment and revenue potential, particularly in linguistically diverse markets like India. He emphasizes the value of culturally rooted storytelling in filling gaps in content supply, with technology enabling effective monetization, especially through OTT platforms.
Ajay Bhalwan sheds light on the evolving landscape of Hindi and regional language content, noting a significant shift where a substantial portion of content on Hindi film channels originates from regional languages. He accentuates the importance of language in enhancing authenticity and audience engagement, exemplified by the strong resonance of Marathi content in Maharashtra.
PR Satheesh underscored the paramount importance of content quality in driving viewership and transcending language barriers. Drawing parallels with the global popularity of Korean dramas, he advocates for leveraging technology, including AI and real-time translations, to enhance content creation and distribution.
These insightful perspectives collectively echoed the industry’s adaptation to a globalised content landscape, where technology catalyzes innovation and accessibility. As content continues to evolve, these experts offered valuable guidance on navigating the dynamic media landscape and maximizing the impact of storytelling in diverse markets worldwide.
