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Summary:

With TV repeats and original series emerging as important drivers of Netflix’s content mix, the company has made two key executive moves intended to bolster those areas. Cindy Holland will now serve as VP of original content, while Jason Ropell will oversee U.S. TV licensing.

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With TV repeats and original series emerging as important drivers of Netflix’s content mix, the company has made two key executive moves intended to bolster those areas.

Netflix announced Tuesday that Cindy Holland will step into the newly created role of VP of original content. Latin America/Canada content acquisitions chief Jason Ropell, meanwhile, will replace her as VP of content acquisition, overseeing television content licensing for the U.S. market.

Also read: Why Netflix can still win

Holland, who has been with Netflix for the last 10 years, will now be responsible for the acquisition and launch of original series. With Netflix defining the subscription TV market share owned by premium cable networks like HBO and Showtime as the target that it wants to go after, original content is seen as a key subscriber draw going forward.

Beyond Lilyhammer, the quirky gangster-goes-to-Norway series it launched earlier this year, Holland will oversee a busy slate in 2013. Projects include House of Cards, the David Fincher-Kevin Spacey project that is based on a British novel and miniseries of the same name; Orange is the New Black, the story of a woman’s time in minimum-security prison, spearheaded by Weeds creator Jenji Kohan; the the Eli Roth-led murder mystery Hemlock Grove, starring Famke Janssen; and the long-awaited return of cancelled Fox sitcom Arrested Development.

“Cindy has worked closely on every aspect of our original series launches,” said Netflix chief content officer Ted Sarandos, who will be her boss.

Ropell, meanwhile, joined Netflix in March of 2011, leaving his job as VP of business development for NBCUniversal. He’ll oversee a TV licensing initiative that has already aggressively competed with cable networks for hit shows including Mad Men, Breaking Bad, Lost and Downton Abbey.

Netflix says its now searching for an executive to spearhead its Latin American content initiatives.

The company continues to lose momentum among investors, with its stock tumbling about 4.5 percent to $68.53 as of midday trading on the Nasdaq.

  1. Direct tv just launched Direct TV Anywhere anytime on any device for FREE thats got to hurt any business coinstar, NFLX, Comcast xfinity,. You can watch tv in your car, at the airport, at work in a restaurant this is unbelievable and I think its gonna crush a lot of business seeing you get HBO, the news, hey live tv. Did I mention its FREEEEEE.

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    1. It is not free but only free to existing Direct TV subscribers. And you will have to be subscriber of the package (eg HBO etc). Do bascically Direct TV + Slingbox – Slingbox — big deal !!

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