Streaming giant Netflix has forged a multi-year creative partnership deal with movie production giant Yash Raj Films (YRF).
Under the partnership, the two parties will collaborate to create both films and series.
The partnership’s first project, The Railway Men, is a four-part thriller series featuring R. Madhavan, Kay Kay Menon, Divyendu Sharma, and Babil Khan, while the second project is a film, Maharaj, a statement said.
“We are passionate about serving our broad audiences with series and films that they connect with and love, and we want to do more of this. Yash Raj Films have defined the essence of Indian film-making. They are one of the most respected storytellers in the industry,” said Monika Shergill, VP of content at Netflix India.
“From Kabhi Kabhie to Dilwale Dulhania Le Jayenge, War to Pathaan, their signature stories have been part of our lives and continue to fuel the zeitgeist. Together, we are confident that we can entertain the world with quality films and series like never before,” Shergill added.
The announcement comes at a time when Netflix is reportedly considering a shift in its content strategy and is mulling placing a greater emphasis on blockbuster films to attract new subscribers and retain its existing user base.
Notably, Indian films like “RRR” and “Gangubai Kathiawadi” have performed well on the platform, indicating their popularity with viewers. Additionally, Indian films frequently appear on Netflix’s global non-English top 10 weekly lists.
Netflix is still striving to establish a significant presence in the crowded Indian OTT market, where it faces competition from the likes of JioCinema, Amazon Prime Video, and Disney+Hotstar.
Recently, Netflix also partnered with Jio under which the telecom company will offer prepaid tariff plans bundled with a subscription for the US-based streaming major. This is the first-of-its kind partnership for Netflix in India.
Meanwhile, Netflix has also stopped password sharing in India as it looks to bolster revenue in the second half of 2023.
In a letter addressed to its shareholders, the company said earlier this year it would extend the ban on password sharing to almost all the remaining countries. In a separate email sent to Indian subscribers, the company noted that a single account would be limited to a single household.
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