Netflix heats up digital distribution imperative

DIGITAL RIGHTS: To kick off a season of articles on the future of distribution in the digital age, C21 hears what Netflix’s chief content officer Ted Sarandos had to say to the content industry in his Mipcom keynote.

Listen to an edit of his Mipcom 2011 keynote below and then follow the discussion about the windowing of rights in the digital distribution world during this online season every day.

In Cannes in October, Sarandos outlined Netflix’s strategy to use digital distribution and social media marketing to roll out its VoD services worldwide.

In conversation with Miramax’s Mike Lang, Sarandos said: “Hollywood to the world is a big business but the world to the world is a bigger business,” as he explained planned international growth.

“The opportunity is not necessarily about digital distribution, it’s about the marketing the power and the tool of personalisation on the internet to improve the studio economics around marketing.”

With investment in productions like House of Cards and The Borgias, and original drama Lilyhammer, Netflix is representative of the fast-changing distribution model.

As VoD delivery of content over the internet increases, the traditional business is trying to figure out how best to manage windows and exploit new opportunity while dealing with the threat.

Over the coming weeks we will speak to a broad range of executives to see how they are dealing with the rapid pace of change.

This online season is linked to the November 30 C21 Supper Club, which is produced in association with Audio Network and JCA, when a number of executives will discuss the issue during an interactive networking evening at Bafta in London.

THIS SEASON IS SPONSORED BY