Netflix chief content officer Bela Bajaria used the platform of her keynote address Friday at the UCLA Entertainment Symposium to dispel a few myths that persist around the streamer that has transformed television viewing during the past decade.
During an hourlong, wide-ranging Q&A with veteran entertainment attorney Ken Ziffren, Bajaria made the forceful case that “algorithms don’t decide what we make” when it comes to how Netflix uses data to inform programming and strategic decisions.
The seasoned veteran of CBS and NBCUniversal came down strongly in favor of the all-episodes-at-once binge model for episodic television, compared to the weekly cadence of traditional TV.
“There is no data to support that weekly is better, and it’s not a great consumer experience,” Bajaria told Ziffren, partner and co-founder of Ziffren Brittenham.
Ziffren pressed Bajaria for details of how Netflix oversees its massive annual content budget, and how it handles development and allocation for international markets.
Bajaria emphasized that Netflix’s first focus is to make local-language content designed to resonate with a specific target region, and then expose those shows to a global audience on its platform of more than 230 million subscribers. The company has 27 content teams spread around the world. Each team has its own budget and greenlight authority.
“We don’t make global shows. We make local authentic shows in every country, and they’re on a global platform,” Bajaria said. “And because stories can be universal, and themes can be universal and people can have access for the first time. So this will lead to shows and films from different countries, other people may find them and love them, and they’ll connect with a global audience. But we really make local shows on a global platform.”
When Ziffren pressed Bajaria on the question of why Netflix favors the binge distribution model for episodic TV, the executive pointed to the company’s track record last year with buzzy titles such as “Wednesday,” “Monster: The Jeffrey Dahmer Story” and “Stranger Things.” “It’s never stopped something from piercing the cultural zeitgeist, from being in the conversation, from taking a song back up to Number One 30 years later, from selling out Vans (shoes) or Surfer Boy Pizzas or chess sets around the world,” she said.
More to come
Source: Variety
