• Fri. Sep 23rd, 2022

Indian content market matures with every story: Tanya Bami

ByRandall B. Phelps

May 31, 2022

Mumbai: Netflix is ​​ramping up its slate of original series for 2022. Its upcoming original shows include Scoop led by Hansal Mehta on the murder case of Jyotirmay Dey (J Dey), Guns and Gulaabs led by the duo Raj and Dk, CAT starring Randeep Hooda and directed by Balwinder Singh Janjua and Heeramandi directed by Sanjay Leela Bhansali. “The Indian content market is maturing with every story,” said Tanya Bami, Head of Netflix India Series Indiantelevision.com. “Creators, writers and directors present their best work on OTT.”

The OTT platform has ordered the second seasons of Jamtara, Masaba Masaba, The Fabulous Lives of Bollywood Brides. He recently released shows such as The Fame Game with Madhuri Dixit, Mai: A Mother’s Rage with Sakshi Tanwar, Yeh Kaali Kaali Ankhein and Kapil Sharma’s comedy special I’m Not Done Yet. “We’ve built a really dynamic title-by-title content slate over the past four months,” Bami says. “In the last four months, eight shows have been launched by Netflix. The intensity at which we publish content is quite unmatched in the Indian landscape. Netflix is ​​going to double the excitement over the next two years.

Going through Netflix India Originals on Wikipedia, the company has released an impressive array of content. It has intriguing docu-series such as Bad Boy Billionaires: India and House of Secrets: The Burari Deaths, it offers gripping drama series like Crime in Delhi and Call my agent: Bollywoodit has fun unscripted series such as Indian Matchmaking and The fabulous Life of Bollywood brides and ambitious original films such as Minnal Murali and Jagame Thandhiram. It has yet to build any lasting franchises, but the OTT giant is continuing its bold approach to content creation.

“What’s unique about us is that we tell very different stories with a lot of passion,” says Bami. “The ideas and concepts stick with us, the members. When you remember a story after watching it, I think that’s the storyteller’s real victory. We also bring cinematic quality akin to the big screen experience in your living room. We offer a variety of genres, moods, creators and there is a different creative experience with each title.

Netflix launched 28 Indian originals in 2021, including 15 movies, eight series, five non-fiction titles, 11 genres, seven languages ​​and eight formats. Additionally, he has worked with over 70 different production houses to date, with 70% working on more than two projects for Netflix. Netflix Co-CEO Ted Sarandos recently told the Economic Times World Business Summit that “India is a land of a billion stories. The opportunity is so great and the appetite for storytelling is so great. As we manage to tell the story, the rest will fall into place.

Global streamers have been criticized for playing the volume game in local markets and missing the critical ingredient of quality, especially compared to Western broadcasts. Many believe this is why Indian original shows did not cross the world as a Money Heist, Squid Game or Dark.

“To not recognize the contribution made by our creators on a global level and on an Indian level would be a bit unfair because there are such amazing stories coming out, whether it’s a Netflix or a platform. -competitive form,” says Bami. “The world recognizes India’s content. Crime in Delhi won an international Emmy award. Our series as The Game of Fame and the Sacred Games are watched in 15-20 countries apart from India. It’s time to be proud of Indian content,” she added.

Elaborating on Netflix India’s content strategy, Bami says, “The idea is to capture a diverse audience segment because we believe everyone wants to watch something different. Yeh Kaali Kaali Ankhein talks about subverted gender dynamics in the outback (where we assume men have the power), Aranyak delves into Indian folklore, the moment Kapil Sharma talks about his father in his stand-up special, I’m not finished Still, it was memorable for the audience.

Further adding, she says, “As Ted (Sarandos) said recently, ‘India is a land of a billion stories’, a billion stories that are untold. We want to make part of the zeitgeist and capture the imagination of the public and that comes from working very closely with dynamic minds who have had varied experiences of this culture They have experienced this country that they have put in their stories that they create for us.

Netflix is ​​widely seen as an underground brand due to its concept shows and anthology series. He is ready to shed that branding and dive deeper into the Indian market. “Our show May: A Mother’s Wrath is set in Lucknow and features actor Saakshi Tanwar who is popular with mainstream television audiences. It’s our way of opening up a backdrop and a medium and unlocking that audience segment for Netflix,” says Bami.

“We are also excited to work with Southern creators and content that is actively under development as we seek to enter the Southern market,” notes Bami. “We had early hits with shows like Navrasa, Paava Kadhaigal, Minnal Murali and we have so much more programming.”

“Nothing is more important to us than succeeding in India and we realize that we have to go further inland. We need to reach a more diverse audience,” concludes Bami.