Pratiksha Rao, Netflix India’s Director of Original Films and Licensing, has decided to leave the company after nearly four years. Her last day at the video streaming company was today.
Pratiksha built Netflix’s licencing film business while also expanding the original film portfolio during her tenure. In India, films remain a focus and priority investment for Netflix.
“Over the last four years, it’s been an absolute honour to be a part of Netflix’s incredible journey.” I am so proud of how far we have come as a team in providing our members with a diverse and beloved catalogue of Indian films, from Minnal Murali and Haseen Dillruba to RRR and Gangubai Kathiawadi. “I’d like to take this opportunity to thank all of my colleagues and creative partners for being such wonderful sources of inspiration and for making my time at Netflix such a rewarding experience,” Pratiksha said.
Pratiksha previously worked at Twitter as the Head of Digital Creator Partnerships – APAC. She has also worked for ixigo, NDTV Lifestyle, and Sotheby’s.
However, there will be new leadership and many things will need to be changed.
To begin, Netflix must recognise that India is a completely different market than the United States. People in this area want value for money, which they aren’t getting from the streaming giant. The price-to-service ratio is so low that it cannot compete with its competitors. Even the cheapest annual plan costs more than the most expensive Disney+Hotstar plan. Furthermore, streaming in 480p on a mobile phone is NOT COOL in 2022. Netflix should consider this.
Second, their content selection is not based on mass appeal. Masaba Masaba, Eternally Confused and Eager for Love, Indian Matchmaking, and Fabulous Lives of Bollywood Wives are examples of shows that simply do not connect with the audience.
They are too awake, and no one wants to torture their brain with a show like that. So, whoever the next director is, please make good shows rather than woke ones.
Third, binged not only realised but also reported that Netflix is rushing to shoot. Thar has the potential to be a great film, but the creators did not put enough effort into perfecting the screenplay. That is why the Baahubali prequel series has been put on hold. If the film is good, RRR has proven that Indian content can spark a worldwide rampage. We say this because there is a lot that needs to be done before shooting if the filmmakers want to make a good film. It’s past time for Netflix to incorporate that insight into their subconscious.
So these are some of the issues that Netflix must address under new leadership.
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