Netflix Exec Describes Television World Without Ratings and Schedules
By Karla Robinson
December 7, 2012
December 7, 2012
- “It’s gonna look nothing like we’re seeing today,” said Netflix Chief Content Officer Ted Sarandos in a discussion of what TV will look like in five years, noting that Netflix wants to lead that transformation.
- For one, the streaming service aims to make ratings irrelevant. Even though Netflix’s original TV show “Arrested Development,” coming in February, is expected to attract millions, Sarandos says the company won’t be releasing numbers.
- He explained that ratings are irrelevant for subscription services that don’t have to sell audiences to advertisers. Moreover, the numbers create unreasonable comparisons of shows’ immediate success when audiences may discover the content over time, GigaOM writes.
- Although Sarandos acknowledged the necessity for time schedules for time-sensitive content like sports or talk shows, he says Netflix will not create time schedules that reduces on-demand flexibility. This model could have reverberations among other pay TV providers.
- “After all, if Netflix is successful with its no-schedule strategy, should other TV networks stick to the schedule as their viewing is shifting towards an on-demand world?” the post asks.
- Similarly, Netflix will offer complete seasons of TV shows all at once. Viewers don’t want to wait for the next episode, and creators will be able to spend less time recapping in each episode.
- Netflix also places value in personalization and has worked to fine-tune its recommendation feature. The company is taking it one step further with Just for Kids, a UI that separates children’s content. Sarandos says Netflix aims to one day use voice and visual recognition to “be able to pull up a user’s personalized recommendations as soon as that person walked into the room,” the post states.
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