EXCLUSIVE: Bela Bajaria, Netflix’s newly crowned head of global television, has made some of her opening remarks underscoring the streamer’s commitment to UK content after being named to her new role last month.
Bajaria oversees Netflix’s extensive list of original series from around the world, and after assembling her top team on Tuesday, she told . that the UK would remain a huge market under her watch.
Reed Hastings, co-CEO of Netflix, said the company spent £ 400 million ($ 520 million) in the UK last year. This makes it the “largest place where Netflix develops content outside of the US”. Bajaria does not expect this spending to decrease.
“We’re not breaking it out publicly between the US and outside, but I don’t see our investment in the UK changing in the short term,” she said via a Q&A email. “The UK is one of the best places in the world for film and television production and I am proud that Netflix is a growing part of that ecosystem.”
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Bajaria added that “our members love British content,” referencing shows like “The Crown” (which are returning for season four next month), “Sexual Education” and “The Great British Baking Show,” the title denied The Great British Bake Off in America receives.
If anything, Netflix has shown over the past year that it is ready to move ever more aggressively to ensure exclusive access to UK content. The streamer signed a general contract with The Crown’s creator Peter Morgan last year and invested in new Black Mirror developers Charlie Brooker and Annabel Jones’ new production outfit Broke And Bones in July to create a unique contract for the streamer to be completed in the UK.
And just this week, Netflix secured the services of another creative from The Crown, who had partnered Suzanne Mackie’s new production company Orchid Pictures on an exclusive deal. Mackie will be creating new movies and TV series for Netflix after having worked for Left Bank Pictures for nearly 12 years.
Bela Bajaria
Netflix
The streamer secretly carried out these deals and not officially announced any of them. UK industry insiders have said that while Netflix’s investment is widely welcomed, there are some concerns that it will nurture talent to the detriment of local broadcasters and producers.
Bajaria’s line-up confirmed that Anne Mensah will continue to lead the series in the UK. The former Sky manager reports directly to Bajaria and is part of a largely unchanged bank of international executives.
Bajaria’s biggest move on her international team was to promote Kelly Luegenbiehl, head of the EMEA original series in local language, to head of global franchises. In her new role, she will expand existing shows into larger universes, with her initial focus on The Witcher, which is filmed in the UK.
Bajaria, the former vice president of local language originals, told . that she had banned her team from using the word “international” as she added to Netflix’s list of non-English language originals such as La Casa De Papel and Emmy-winning Unorthodox. She said the streamer has “strong, sturdy slates that will hit the market next year”.
“One of the great things Netflix did is give access to those who want to watch a series in a language other than their own. We see a lot of interest and see them for local language series like Barbarians from Germany and Dark Lust from Mexico, ”she said.
“I wanted to delete this idea that there was US and“ international ”content. All content is local to our members and sometimes they want to watch it in a different language than their own, which makes Netflix incredibly easy and satisfying. “
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