Netflix debuted its first original programming Monday. (Photo Credit: Public Domain/Netflix/Wikipedia)
Netflix has given consumers another reason to look in places other than cable and satellite television for original programming, reports CNN Money. Monday the first instance of Netflix original programming, a fish out of water mobster comedy-drama called “Lilyhammer,” debuted. The program is another example of the way Netflix can potentially help consumers conserve their entertainment dollars, particularly if the original programming model takes off.
Chasing HBO and Showtime
Netflix co-financed “Lilyhammer,” and currently the program is only available to Netflix subscribers in the U.S. This move toward original programming is Netflix’s first effort to close the gap with HBO and Showtime, which have been producing hit original programming for years. However, in a twist, Netflix released the entire season of the program from day one, rather than parceling it out on a week-to-week basis as is common on television.
This kind of “binge viewing” scenario is a gamble that Netflix chief content officer Ted Sarandos thinks will pay quick dividends. So long as “Lilyhammer” is well-received by the viewing public – which may be in doubt, notes Mashable – experts predict the experiment will go on as planned. From the Netflix blog:
“Do you love the indulgence of watching episode after episode of your favorite shows on Netflix?” asks Sarandos. “Have you ever wished you could do the same with new shows when they premiere on TV?”
Eight episodes, ready for streaming
Sarandos goes on to highlight the convenience of the binge viewing experience:
“Unlike any major TV premiere before it, we are debuting all eight episodes of the first season at the same time today. Conventional TV strategy would be to stretch out the show to keep you coming back every week. We are trying to give our members what they want, choice and control. If you want to watch one episode a week, you can. If you want to watch the whole season this week, you can do that too.”
Netflix CEO Reed Hastings sees the “Lilyhammer” programming strategy as a way to cement brand strength.
“It’s the ability to just get hooked and watch episode after episode. It’s addictive. It’s exciting. It’s different. And our release strategy for original content emphasizes that brand strength, which is to be able to get hooked and pour through those episodes rather than get strung out.”
[If your budget lacks its usual strength, payday loans can help.]
Eschewing the sustained buzz
Unlike the traditional TV network model of stretching out the buzz for a program over the course of an entire season, Netflix’s binge viewing strategy depends upon mass exposure up front in order to sink the hook into viewers. Word of mouth recommendation would ideally follow.
Hastings observed that the next day window protection issues Hulu has encountered with demanding broadcasters are avoided completely with Netflix’s model. As CNN puts it, “Lilyhammer” is a message Netflix is sending to Hulu: Hastings’ company isn’t a slave to broadcast schedules.
Mashable review of ‘Lilyhammer’
Sources
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