Showing posts with label House Of Cards. Show all posts
Showing posts with label House Of Cards. Show all posts

There could be no Netflix globally without India-Ted Sarandos


Javed Farooqui and Vinod Mahanta (THE ECONOMIC TIMES; August 5, 2026)

India is central to the next phase of growth for Netflix, global co-CEO Ted Sarandos said, in the backdrop of moderating subscriber additions in mature Western markets.

While Netflix has an estimated 20-25 million paid users in India, against a global base of more than 325 million, he sees the country offering enormous headroom for expansion and being crucial for the firm to succeed globally.

Sarandos told Javed Farooqui and Vinod Mahanta in an interview that India’s deep appetite for entertainment, thriving creative ecosystem, rising smartphone and connected TV penetration, and affordable internet make it one of the most strategic markets for the platform. Edited excerpts:

India’s average revenue per user remains far below developed markets despite a large aggregate size. As Netflix completes a decade in India, how has the market challenged your initial assumptions?
When we launched Sacred Games, we introduced a new model of premium, cinematic television to India. It was ambitious, lavish and unlike anything on Indian TV then. Looking back, I think we should have invested in both high-end scripted shows and reality formats simultaneously.

The success of Lock Upp shows audiences also love dramatic, cliffhanger-driven unscripted entertainment. Netflix serves more than a billion viewers with very different tastes, and our job is to offer the best version of whatever they come for, scripted or unscripted.

We also learnt that every market has different needs, with some genres underserved and others already well served.

India has been a steep learning curve for American companies. The usual product and business model playbook rarely works, and average revenue per user is low. How did Netflix crack it?
India has always been a fascinating entertainment market. Audiences are value-conscious, not just price-conscious—they’ll pay for the best if they consistently get it.

Many American companies try one big idea and move on. We took a different approach, investing continuously across genres and delivering fresh programming at scale.

With over a billion global viewers, we learnt you need enough choice to delight people every time they pick up the remote. Netflix isn’t a visitor in India’s entertainment ecosystem; we’ve become a leader in one of the world’s most complex markets.

India is among the largest entertainment markets globally. Where does it fit into your overall global strategy?
There is a big appetite for entertainment in India and a large consumer base. I think those people have generally been underserved since there aren’t enough screens for as many people who want to watch a movie.

We are trying to solve it through different screens like TV and mobile. That’s why I think the market is so attractive and the principles of entertainment are exactly the same.

But let’s use the new technology to help solve a problem in India, which is being able to quench an appetite for more content and more entertainment.

Cricket has shifted from television to mobile, and IPL viewership keeps growing. Would Netflix consider bidding for IPL or other major sports rights in India?
Live sports are an important opportunity, but our strategy isn’t to chase full-season league rights. We’ve been building our live technology globally and will expand it market by market. Our focus is on unique Netflix events rather than becoming another broadcaster.

In the US, we’ve chosen marquee occasions like NFL games on Christmas and MLB’s Home Run Derby instead of entire seasons. The idea is to bring a younger, more engaged audience and a different creative approach that adds value to leagues, rather than simply driving up rights prices.

That’s the model we’re more likely to replicate elsewhere, including India. It would be very unlikely for us to get the whole season of cricket. An eventisable event, a tournament—those are the kinds of things.

When you look at India from Los Gatos, what defines success—subscribers, profitability, cultural impact or the global reach of Indian stories?
It’s all of those. We’re a business, so revenue and profit matter because they fund continued investment. But cultural impact matters, too, and you can feel it when a local show like Lock Upp dominates social media and becomes part of the national conversation.

Success isn’t about a single hit. It’s about consistently entertaining audiences while building a sustainable business. Our ability to keep investing in India ultimately depends on our ability to keep entertaining India, creating a virtuous cycle of growth and reinvestment.

Will you revisit your pricing strategy in India, given how value-conscious the market is?
India has been an important testing ground for Netflix, including our first mobile-only plan, which has since influenced markets globally. But our approach here is no different from anywhere else: the key is delivering value, not just lowering prices. Every time someone presses play, they decide whether Netflix is worth paying for.

India keeps us honest because audiences have high expectations and demand compelling content that justifies the subscription.

Netflix has stayed true to its core strategy in India while adapting its product and pricing. Has that balance kept you competitive in the market?
Reed Hastings (Netflix co-founder) instilled an extraordinary level of focus from the beginning. For years, Netflix was a one-product, one-price company, and that discipline built a very strong foundation. As we’ve grown, we’ve been able to add multiple price points, products, partnerships and content formats without losing that focus.

We started with one premium scripted series, House Of Cards. Today, we make scripted shows, unscripted entertainment and stories across every imaginable language.

India reflects that evolution because there isn’t one India—it’s like a world in itself, with different languages, cultures and lifestyles.

You are trying to appeal to the world when you are appealing to India. There could be no Netflix globally without India. You can’t be successful without it.

Streaming in India has moved from growth at any cost to capital discipline. How has Netflix’s investment philosophy evolved?
We never looked at India as a market we could simply buy. That strategy has eaten companies around the world. The most exciting projects attract multiple buyers and bidders, which is good for the creative community. We’re certainly not in a phase of doing this cheaper or skimming the market. India still demands the level of investment it takes to win.

But we haven’t just thrown money at it. What you see on screen is spectacular, and that’s the approach we’ve taken since we first came to India.

How do you plan to grow Netflix’s paid subscriber base in India while maintaining its premium positioning?
I think there’s enormous headroom for both.

We want Netflix to be desirable, but not unattainable. Ultimately, consumers decide whether we’re delivering value.

It’s very easy to cancel Netflix—it’s just one click—so we have to earn consumers’ trust and admiration every day. That’s what keeps us focused on delivering great entertainment.

Is Netflix’s India business profitable?
We report a global P&L rather than market-wise numbers, but we’re very happy with the economics of our India business. We’ve never been in the loss leader business. That’s why we stayed away from expensive rights like NFL football and still built a large business.

But are you happy with Netflix India’s current business?
Very. I’m impatient by nature, but I’m thrilled with our progress over the past decade. We’ve built a strong slate across films, series and now unscripted programming. Shows like The Great Indian Kapil Show and Lock Upp have been particularly impactful, proving we can succeed in formats many thought we couldn’t.

Our goal is to be the first place you check and the last service you cancel. That means constantly finding new creators, investing in skills, and strengthening India’s creative ecosystem while generating significant economic impact.

When will Netflix launch its ad-supported plan in India?
I’m sure it’s coming down the road, but we’re not there yet.

What impact will AI have on the media and entertainment industry?
AI will be a step change for entertainment, much like the shift from 2D hand-drawn animation to computer-generated animation, which ultimately created a bigger industry and more jobs.

At Netflix, hundreds of projects already use AI for tasks such as pre-visualization, helping filmmakers plan complex shots, improve safety and reduce risks on set.

AI is also transforming post-production and visual effects, making high-quality effects affordable for films that otherwise couldn’t have justified the cost.

De-ageing actors, for instance, has become dramatically cheaper and better than it was just a few years ago.

But there have been concerns of likely job losses because of the use of AI in M&E?
Every time there is technological advancement, that has been the worry. And it generally doesn’t prove to be true. In fact, it opens up a world of opportunities that people didn’t imagine before that new technology. I mean, there are still directors who want to shoot on film.

Tandav is along the lines of House Of Cards-Saif Ali Khan

Saif Ali Khan
After the noir thriller Sacred Games 2, Saif Ali Khan gears up for his next web series with director Ali Abbas Zafar
Sonil Dedhia (MID-DAY; October 10, 2019)

Ali AbbasWhen his peers were big-screen bound, Saif Ali Khan uninhibitedly forayed into the digital space with Sacred Games. A year and two editions of the Netflix original later, the actor is now gearing up for another digital offering — Tandav with director Ali Abbas Zafar.

"It is a show based on politics and is set on a massive scale. I don't want to use American examples, but it's along the lines of House Of Cards, [albeit] set within the framework of Indian politics. The plot takes into account various factions like Dalit politics and UP cops and the whole nexus between them," explains Khan, who will be seen essaying the role of a politician for the first time in his career. "My character is Chanakya-like, in the guise of a youth leader who comes from a privileged background and [aspires to] become the Prime Minister."

Even as he is open to exploring more opportunities on the web, Khan is aware that the latest season of Sacred Games — the show that started it all for him as well as Indian OTT — failed to replicate the success of its opening edition. A common complaint of the viewers was the series' languid pace. "I didn't like the second season as much as the first," the actor admits, displaying his signature candour. "The first season was the most interesting thing I had ever seen on television from any country, especially Kubbra's [Sait] Cuckoo track and how she went on to do frontal nudity. The love story between Ganesh Gaitonde [Nawazuddin Siddiqui's character] and Cuckoo was phenomenal, as was the way sex was treated between them. For me, the way she played the character put the show into a league of its own."

While the first season was designed as a race-against-time thriller with Khan's Sartaj Singh driving the narrative, many felt that the second edition — directed by Anurag Kashyap and Neeraj Ghaywan — took on a more esoteric tone. "Many people said that they loved the first season, but felt that we lost the plot with the [track of] Guruji [Pankaj Tripathi's character]. The open-ended climax didn't go down well with the audience, although I liked it."

Sacred House of Cards
(From left) Kevin Spacey and Robin Wright in House Of Cards; A still from Sacred Games 2

Robin Wright talks about being typecast as an actor and life after House Of Cards

Robin Wright on being typecast as an actor and life after House of Cards
Hollywood star, Netflix sensation Robin Wright on life with, and after, House Of Cards
Mayank Shekhar (MID-DAY; November 18, 2018)

"Petrified," isn't an emotion you'd instantly associate with Robin Wright, especially given her steely-cold exterior as Claire Underwood (nee Hale) on the Netflix flagship show, House Of Cards (HoC). But that's really how she felt as she called up executive producer, auteur David Fincher, night before a shoot, towards the end of the series.

Why's that? Over the show's six seasons, while Hale had transitioned from being Congressman Frank Underwood's wife, Vice President, First Lady, to the President of the United States; personally, Wright herself, besides earning unprecedented global fame and a Golden Globe for Clare's part, was turning director with HoC's finale episode.

Unknown to most, directing the dark, moody, relatively quiet HoC is a lot like gently tip-toeing around a delicate house of cards itself. For, rules on what you can, and cannot do on the show - no steady-cams, for instance, no hand-held cameras, no tight close-ups, only a specified set of lenses allowed, no use of the (bright) colour red-had been set in stone, by Fincher, when HoC began in 2012, under his direction.

"David is so smart about not conforming to a convention. Would it look like West Wing (a relatively optimistic show; also set in the White House) with lots of movement, pace, activity? He, in fact, created a new portraiture for chaos," Wright says.

Before she stepped into the director's shoes, while still in Claire's high-heels, Fincher told her just one thing: "For every scene, create a (mathematical) fraction (in your head): Behaviour/Time. With everything you look at in the frame, no matter how wide you are; ask yourself: What's the behaviour going on in the room. You can stay in that (pre-determined) wide shot for three solid minutes, if you've got ample 'behaviour' going on. If not, cut out quicker, go somewhere else."

With her last shot for HoC therefore, Wright, 52, didn't just finally move on from Claire, but also moved into filmmaking as a new profession. This is something she appears most keen to talk about, as we meet along with a group of international journalists, on the sidelines of a Netflix slate-event in Singapore.

She starts shooting her maiden feature film as director next winter, the story of which she's uncannily generous enough to share: "It's about a woman who loses her husband and child from a terrorist bombing. Dealing with grief, she goes out into the wilderness, to live in the wilds alone. She feels that she can't re-enter society, or be good for it, being the person she has become. Then she meets an (American) Indian man, who's also suffered tremendous amounts of loss. He teaches her how to live, and love life again."

That's poetic, alright - quite in contrast to psychopathic tendencies of American realpolitik (or politics in general), beneath polite pretentions, that HoC stood for. Rather stood out for: Its uniquely chilling insight into betrayals, lies, deceit that goes on in the White House, or among those desperately wanting to get in. Where, to quote Gore Vidal from the show's fifth season, "Power is an end in itself; and the instinctive urge to prevail, the single most important human trait."

I've used this story before, Wright says, but it's very telling still: "When House of Cards came out, we went to the Democratic National Convention Dinner that year. The actors sat at different tables, with different politicians. Each table was an eclectic group. I was next to a Southern senator. And he went, 'God, I just loved the show. It's so real, so accurate.' So I asked, How accurate? And he said, '99 per cent!' What's the one per cent that's not accurate, I asked. I thought he was going to say, people don't really murder, kill… He said, 'You'll never be able to pass the Education Bill that fast!'"

At this point, of course, one doesn't know whether to laugh, or barf. We laugh. Since it would take at least a year to film the ideas the writers came up with, Wrights recalls, "Sometimes we would shoot a scene, and then that would happen in reality. We would then extract that scene, and reshoot it with another event." The current (Trump) administration though, she exclaims, "Literally stole all our good ideas: Nothing's gonna top that shit!"

The writing process for HoC essentially involved hired advisers in Washington DC to gauge/predict what the repercussion of a particular event/situation on the show could be on Capitol Hill - was it to really happen. This would influence the final scene. Wright adds, "I would then come in, and say, hey, Claire as a character, would only say one of those four lines - she's a man, or woman, of few words. That sort of alteration would help. But that was the easy part." And the hardest part of playing Claire Underwood? "Having to sit up straight, everyday. And I'm not kidding!"

The incessant drama of HoC eventually rubbed off on the show, when in November last year, its lead actor Kevin Spacey (Claire's husband, Frank Underwood) was sacked from the series, following charges of sexual misconduct. Waiting for dust to settle, the show's top management regrouped after Christmas. That they chose to go ahead with HoC, nonetheless, Wright says, were because of two-fold reasons: "One was [to get at] what would be best for the show, its fans, and the five years we put into it. We finished the fifth season with Claire breaking the fourth wall to say, 'This is my turn.' Let's explore that, we thought, as we always intended to.

The other reason was the show's cancellation would've put over a thousand people in the state of Maryland out of employment [that was guaranteed to them for the time]."

Either way, that the final season suffers as a result of Frank being no more, but very much omnipresent in every episode, certainly makes the end of the Underwoods a rather underwhelming experience. It could well be because the graph of the season, at the time of Spacey's exit, must've already been scripted; leaving the writers, producers too little time to start from scratch.

This is still to take away nothing from Wright, as the eerily elegant, President Claire Hale, a life-changing part, she obviously remains grateful for: "To be able to play that fierce character opened doors for me, and why I got Blade Runner 2049, Wonder Woman. I'd been typecast for so many years - being the quiet, pained, understanding wife." I'm thinking her role as Forrest Gump's girlfriend (1994) must have set off that stereotype.

She describes the original intent behind Claire as "being the best of both sexes: a leader in a female body, who is also a man. She simultaneously operates the way a man, and a woman does, within an environment of a very Shakespearean drama." Despite a bit of a hint-hint, wink-wink cliffhanger at the end of HoC, Wright reconfirms Claire - and the series that introduced binge-watching (with all episodes of a season dropping in one go), and redefined television - is definitely not coming back. Having spent over half a decade with Claire, what's she going to miss most? "Her clothes," she says.

Netflix and chill was created by the Internet, and took on a life of its own-Ted Sarandos

Ted Sarandos on how Netflix has changed lives
Netflix global creative head Ted Sarandos is singularly responsible for perhaps the hugest urban, global addiction/affliction of our times
Mayank Shekhar (MID-DAY; October 28, 2018)

To paraphrase the line from the desi picture Don (1978, 2006), if he wasn't dealing in something altogether legit/legal, 190 mulkon ki (countries') police would anxiously wait to nab Ted Sarandos, 54, by now. For, he's singularly responsible for perhaps the hugest urban, global addiction/affliction of our times. I tell him that as we meet, and he laughs. "Subconsciously influenced" by the daily show Mary Hartman, Mary Hartman back in the '70s — the entire weeks' episodes of which he used to watch with his parents on Sunday nights, when they were aired back-to-back on TV — Sarandos essentially came up with a simple but evidently life-altering idea of dropping the full season of a TV show, to be consumed at one go on Netflix, while a countdown almost seduces you to press for the next episode, when the previous one has just finished.

While working on what was then a rental library, Sarandos could also see vast number of customers, who would order in to "watch a few episodes a night [of a TV show], and burn through the [entire] box set!" This didn't surprise him at all. At a practical level however, Sarandos insists, "When we started with House Of Cards, our clear intent was to let the market know that we're not making webisodes, or YouTube videos. We're pushing television to the edges. A crude way of putting that across, would include 60-minute episodes, without commercials — which makes it 15 to 20 minutes longer than an hour on TV. And you don't need recaps of what you saw last week [when the entire season is right there]."

What's the formula to ensure sustained interest levels though? The broad construct is simple: "You have to do something in the first three episodes to get everyone intrigued. Every show has got a slower, or a background episode, or that moment when characters go on vacation, and nothing happens. But the audience is ready for that." What has Netflix effectively done as a result? United people from across the planet in their perseverance, to skip work, weekends, even vacations, going through seasons after seasons of shows on their laptop/phone/TV.

You could erase days from a calendar, as if they never existed. They certainly didn't matter. What did were the goings-on in the lives of folk in Orange Is The New Black, Stranger Things, The Crown, Making A Murderer, Ozark, Mindhunter, Wild Wild Country… The playlist is almost endless. Sarandos is obviously not complaining. The modern word for the cultural phenomenon is binge-ing, or binge-watching: "A reporter for The Wall Street Journal first started writing 'binge' [in reference to Netflix]. We actually tried to get him to stop, because we thought binge was negative, that [connotatively] leads to purge!" The more positive association with Netflix is, of course, the word 'chill' —Netflix and chill — the origins of which Sarandos has no clue about: "It was created by the Internet, and took on a life of its own. We recently did a campaign for Halloween, which was the first time we used it at all. They talk about their love for Netflix in a way that they're in a relationship with Netflix!"

But it is what it is. With people binge-ing sometimes for 10-12 hours straight, Netflix broke media-myth number one — that audience has short attention span, so 'keep it short, stupid' — a thumb-rule that content heads would strongly adhere to, for everything, from cinema, TV, to newspapering. Which is clearly not true, as Sarandos reveals, "Our shortest show is Comedians In Cars Getting Coffee. The average episode is 18 minutes long. But the average watch-time for the show is over an hour and half! So they binge-watch even 18-minute interviews!" I'm a little surprised by this. Not the numbers. But the fact that Sarandos is talking numbers at all. Netflix is notoriously secretive about sharing any kind of viewership data. "Ah, I think you can write it," he assures, thankfully. As chief content officer of Netflix, the company he's been with since 2000, Sarandos currently marshals unheard-of resources — production budget alone of $8 billion a year, for one — making him arguably the most powerful man in global entertainment.

He needs no ad-revenues, or a theatrical run (though some Netflix films do open in select cinemas at the same time as they drop online, as Alfonso Cuaron's Roma, or Martin Scorsese's The Irishman, inevitably will). The productions are directly funded by 137 million subscribers, or members, as they're called. Relying far more on instinct than regular Hollywood studios, Netflix also does no focus-group surveys: "The only audience-test we do is in comedies, [to check] for laughs, that's it," Sarandos points out. Be that as it may, he seems to wear power rather lightly, like his casual, blue polo tee, at the Netflix India office in Bandra-Kurla Complex as he delves into his love for Francis Ford Coppola's The Godfather series — why the third part suffered because of devotees' insurmountable expectations ("problem with anticipation, and art") — or how he stays up any night that Sidney Lumet's The Verdict shows up on TV (yes, he still watches TV).

Sarandos inevitably comes across as a pucca fan-boy that he would've started off as — having led the non-linear transition from TV, VHS, DVD to OTT — rather than a hardened, know-it-all studio-suit, merely studying demography, or counting numbers. You can sense that in the choices he's made. Media-myth number two that Netflix irreversibly broke was that people don't enjoy foreign language, subtitled, or dubbed entertainment: "I still argue with people who try to tell me that Narcos is not in Spanish! It really is. We made it. We know!" The immediate outcome of this is one can instantly see all kinds of story-telling/entertainment seamlessly crossing continents, let alone borders as Sarandos self-admittedly sticks to the credo: "The more authentic, the more global."

Netflix landed in India in January, 2016, with pre-existing content on the OTT app. They started local, original series production with Sacred Games, a heavy, no-holds-barred crime-thriller, which was set in Bombay, and was as Bombay as it gets. Having gone seriously bullish on a "growing market", Netflix currently has six Indian films and 10 original series at various stages of production. The meeting room we're in is named 'Baahubali', after the desi blockbuster; the prequel of which is being readied for Netflix. Earlier in the day, Sarandos was on the sets of Selection Day (series based on Aravind Adiga's novel of the same name).

"And I was thinking: Those kids [on the set], when I see them next, would've become very famous all over the world," he says, recalling how Johnny Carson would go to the French Open, because no one recognised him in France, even as 40 million people watched him every night on The Tonight Show in the US. That's obviously not possible with the same show (with Jimmy Fallon, catering to 190 countries) on Netflix. Right from when he was 12, Sarandos says he knew he'd get into journalism, which he also majored in, but chose not to pursue after college, because he thought he wasn't "a very good writer." He's sat on thousands of interviews from the other end, over the past couple of decades though. What's that one question that annoys him most, I ask, before we sign off: "What's your favourite Netflix show? This is an impossible thing for me to say out loud! Glad you didn't ask." No point!

I would love to play Pablo Escobar from Narcos-Vidya Balan

Vidya Balan; and Pablo Escobar in a still from Narcos
Melissa D'Costa D'Silva (DNA; November 21, 2017)

While the world is turning upside down obsessing over Eleven and her gang in Stranger Things, actress Vidya Balan has chosen to remain a stranger to all that’s happening in the sleepy town of Hawkins. And it’s not just Stranger Things, Vidya admits to not watching a single episode of Game of Thrones, choosing to stay away from all the violence and gore from both Westeros and Mindhunter. On the occasion of World Television Day today, we got Vidya to tell us about the shows she loves, the roles she would like to essay and more.

ON BEING A STRANGER TO STRANGER THINGS
When quizzed about her favourite television shows/web series, Vidya shares, “I am heartbroken that we won’t be seeing another season of House Of Cards. I was crazy about Mad Men, too. I liked watching Downton Abbey, and Girls, and I absolutely love Narcos. I am not the Stranger Things sort of a person. I can’t watch it. I tried watching Black Mirror, but it’s extremely disturbing. I also tried watching Mindhunter. However, within the first five minutes, I just gave up. It’s too brutal. I don’t watch Game Of Thrones either. I tried watching it, but I found it too graphic. I can’t deal with all that violence.”

ON WANTING TO PLAY A DRUG PEDDLER
While Vidya is clear about the shows she won’t watch ever, she is also loyal to certain shows like the House of Cards and Narcos. In fact, when quizzed about the role she would like to essay from her favourite shows, without batting an eyelid, she says, “Pablo Escobar. I would love to do a Narcos, and play that character. I was actually offered a film about a lady drug peddler who is a big shot, but I didn’t do it. However, as a series, it might be very interesting, but then, now Narcos is already done. So, you don’t want to repeat the same thing but something like that or maybe a political drama. The only thing that has got me interested in politics is House of Cards. Another old interesting HBO series I saw was Six Feet Under. I thought the writing in that was brilliant. I would love to do a drama or a thriller. I also like True Detective a lot, which is an old show.”

Clearly, it’s drama and thrillers that appeal to Vidya as a viewer and an actor. We would like to see her in both.