Also talks about being an Indian woman in the business and the power of perseverance
By Bill Roberts
BANFF – Countries like Canada and Switzerland have coined the phrase “The Netflix Law” – what we formally refer to as Bill C-11 these days.
Few companies have earned such an international legal meme. Indeed, Netflix is perhaps the definitive media entity of the 21st century.
At the 2022 Banff World Media Festival (BWMF) a riveting Summit Series featured Bela Bajaria (above, left), head of global TV for Netflix, moderated by Nekesa Mumbi Moody (right) of The Hollywood Reporter.
Netflix was the first steamer to parlay digital technologies into a robust business, revolutionizing how viewers access screen content like film and television.
It also spawned a number of interpretations on the so-called “Netflix Effect”.
Forbes magazine calls it, “when a new series catapults an unknown actor to fame – overnight – the result of millions of people binge watching a show.”
TRT World has a more complex version of the “Netflix Effect”, asserting that it’s “the way in which the content is curated, the content itself, and it’s social and economic impact, new representation, and the recommendations of its associated algorithms.”
Cultural studies and research have broadened that “effect” beyond screen to include “setting trends in the fields of fashion or furnishings… changing not only the area of television, but our search and purchase behaviour as well… the most famous example is probably the Korean series ”Squid Game”… Vans the shoe company saw it’s sales figures for the classic white slip-on rise by an incredible 7,800%,” according to imm cologne.
And Bajaria is a rockstar in what started as a mail order DVD company.
From her perspective, “Canada has a long history of great writers, producers and creators… we have local offices in more than 26 countries including Canada… being ‘there’ is the best for us, (it’s how) we make sure we have great and authentic local stories, and you can do that when you’re in the country,” she said.
“In fact, we have 220 million accounts (globally) and we’re excited by our five year, $100 million global fund for developing talent in underrepresented communities.”
This is in addition to Netflix’s “Advancing Voices” $100 million over five years Canadian program, which announced a new writers-focused development program at this BWMF.
Bajaria continued to say “we want to be here (in Canada) for a long time… my Mom was very proud when I made Time magazine’s ‘100 Most Influential People of 2022’… when you’re an Indian girl and you go into the entertainment industry you need something like that… but my (Indian) frame of reference and background is also a key to success for what’s right for the business, being an advocate, having fought gender stereotypes all my life.
“But I did lose my British accent. In Hollywood you can have one weird thing but not two weird things, so the brown skin was staying and the accent had to go… but I’d read scripts and see no diverse characters in a hospital and ask ‘how is that possible in America?’… then Ted (Sarandos, Netflix co-CEO and COO) wanted me to start unscripted, which I knew nothing about, yet he said he just wanted to hire smart people and I’d learn.”
That led to projects like Indian Matchmaking, which, Bajaria said “has broad appeal in the relationship space and with those folks curious about Indian spirituality.
“Being culturally specific is universally attractive… like Squid Game done with local executives and local partners… it resonated around the world and we’re doing a second season plus an unscripted (Squid Game : The Challenge) with 456 players and a prize of $4.56 million… we give out local staff green light authority, and that’s our approach in Canada too.”
Moody then asked about the “noisy period” Netflix is going through with slower growth and shareholder discontent, coupled with increasing competition from Disney+, Amazon, et al… even seeing shareholders suing Netflix for violating securities law after slowing growth led to a sharp decline in stock price.
With no hesitation, Bajaria replied that “we’re spending $17 billion on content this year (up from $13 billion in 2018), we’re a resilient company… and the best show is always going to win… plus being the underdog is okay… our mission is great TV and movies, that’s the North Star… there’s always been competition, it’s good for producers and viewers, and I think we have to win people’s viewing every day, and be the best place to work… for example, breaking news, we’re going to renew Lincoln Lawyer for a second season, it was on our top ten list globally week after week.”
Moody then asked about dealing with adversity.
“How you show up for your children has been the most important lesson for me when there have been setbacks (she had a rough moment at Universal), and I wanted to take that learning,” said Bajaria, who has three daughters.
When asked about how aspiring Canadian creators can best access Netflix, Bajaria offers that “connecting with our Canadian team for acquisitions and co-productions is best, and they will navigate all the internal stuff for you.”
And then Bajaria was literally gone… off to Stockholm followed by Berlin to meet with local teams on shows, marketing, slates, and more.
But not before receiving “The Hollywood Reporter’s Impact Award” at this BWMF, and it didn’t hurt that her boss Sarandos piped in to say, “Bela is having a greater impact on global storytelling than perhaps anyone else in this industry!”
I have a feeling sizeable stock options are in Bajaria’s near future… and most deservedly so!
Bill Roberts is a contributing editor at Cartt.ca.
