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When DVD-by-mail company Netflix reinvented itself as a video-on-demand service, broadcast studios quickly embraced it. They used the streaming platform as an alternative to the off-network syndication market for the growing-in-popularity serialized drama series and quirky single-camera comedies that were of little value to basic cable networks and local stations because they don’t repeat well. The broadcast studios were soon joined by basic cable series producers, who found a lucrative after-market for serialized dramas like Breaking Bad and Sons of Anarchy that wouldn’t have gotten a second window.
But as Netflix started growing exponentially and entered original programming, it began to be perceived as a threat. Studios’ love affair with the streaming giant—as a quick and easy revenue stream supplement, boosting the bottom line to offset the softening DVD and off-network syndication market—was over.
Ways - Business - Studios - Relationships - Netflix
Looking for new ways to do business with traditional studios and to forge closer relationships with them, Netflix recruited the former head of such a studio, ex-Universal TV president Bela Bajaria, in the fall of 2016. Over the past year as VP Content at Netflix, Bajaria spearheaded the introduction of a new co-licensing model.
“What I enjoy about my role at Netflix is the freedom to take swings on unconventional models,” Bajaria says. “This new co-licensing model helps us get the best TV series from every genre, from the best creators, to our global members.”
Series - Netflix - Part - Model - CW/Warner
The series co-licensed by Netflix as part of the model so far include the CW/Warner Bros. TV’s Riverdale and Black Lightning, both produced by Greg Berlanti; the CW/CBS TV Studios’ Dynasty; NBC’s Good Girls; CBS All Access/CBS Studios’ Star Trek: Discovery; as well as Universal Cable Prods.’ Shooter, Damnation, The Sinner, Unsolved: The Murders of Tupac and The Notorious B.I.G. on USA; and Nightflyers, based on George R.R. Martin’s novella, on...
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