Q&A: Netflix bets on local film and TV shows to grow its SA business

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Local audiences are sustaining hit shows, says director for series in Africa Dorothy Getthuba

has already been viewed more than 24-million times in its first week of release, with a portion of viewership from outside SA. Ghettuba:For the avoidance of doubt, a show that blows [up] across the world and not in SA is not a successful show.

We have a local languages team. Our focus is on local language originals. Secondly, there’s not a show that has blown up globally that is not viable locally. It’s almost impossible. It doesn’t work. It has to hit at home because it is a cascade. It doesn’t start in Brazil or Korea. It starts at home.to be chart-toppers across the world. So yes, on their own they are viable and the SA audience is sustaining the shows itself.

Global is a cherry on top, to be honest with you. We celebrate it because great stories can come from anywhere and they can be enjoyed everywhere.Without having to reveal any [sensitive] data, in the three markets that we have been programming towards in Sub-Saharan Africa — Kenya, Nigeria and SA — we see that the local content, the local titles, local stories have been the most successful for us.

When we look at the top 10 [shows] historically, those titles are hitting the top 10 of all time in these markets. In SA, titles like… these big titles are making a big impact locally … They’re virtually comparable with some of the most expensive and best-produced titles we have in these markets. They’ve got to that point where they’re beginning to sustain themselves, especially in SA, which we’re very happy about.

 

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Local TV and movies are SHIT!!

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