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TV execs want Netflix to be more like Hulu and Amazon

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If TV executives had their way, then Netflix (S NFLX) would look a whole lot more like its network-owned competitor Hulu or Amazon’s (S AMZN) streaming service. Executives from Nickelodeon, FX, Showtime and AMC explained that they would like Netflix to follow those services in doing more to promote their networks during a panel at the Cable Show in Los Angeles Wednesday, where FX Networks EVP of Research Julie Piepenkotter quipped: “Breaking Bad did a whole lot more for Netflix than Netflix did for Breaking Bad.”

Piepenkotter went on to complain that TV shows on Netflix don’t feature an intro, also known as bumper, that tells viewers on which network they originally aired. She mused that part of HBO’s reasoning for licensing its content to Amazon as opposed to Netflix was that Amazon allows for such branding, and added that her own network also has a much better working relationship with Amazon due to this branding. FX will even tell its viewers that they can catch up on previous seasons of its drama Justified on Prime because Amazon keeps the FX branding on Justified, she said.

fox on hulu branding
Hulus website features prominent branding for each TV network.

AMC Networks Research SVP Tom Ziangas even suggested that Netflix’s website should feature this kind of branding as well: “I want our stuff on Netflix to be branded. I want an AMC page with our content on there,” he said. Coincidentally, that’s exactly how content is presented on Hulu’s website. Ziangas also revealed that he is by now second-guessing some other aspects of his network’s relationship with Netflix as well. “I think maybe we undervalued our content,” he said

40 Responses to “TV execs want Netflix to be more like Hulu and Amazon”

  1. Enorme Nuez

    Why would Netflix want to be like Hulu or Prime to appease the networks? Aren’t they the originator’s in this medium, and the leaders?

  2. Why not just have the logo on the screen as it is displayed on T.V. programming already. Doesn’t sound like an unreasonably hard solution to the problem, unless I’m mistaken. I believe that this proposed solution wouldn’t detract the quality of the viewing and satisfy the request.

  3. guest616161

    Everyone seems to be missing the point here.

    The networks want netflix to be seen as a content delivery platform for their channels. They want ‘internet tv channels’. After a small while they’d want commercials, too.

    Instead, netflix is now seen as both a channel *and* a platform. The channels don’t like this, because it leads people to think ‘i watch breaking bad on netflix’ rather than thinking: ‘i watch breaking bad on fox via my netflix’.
    The first one solidifies netflix as a content creator. The second turns it into ‘one of the ways to watch fox/hbo/abc etc’

  4. unknown

    Blue Mountain State has all spikes ads at the end om Netflix to advertise what content was used in the episode ex. Music

  5. Viking ZX

    So they want to take some of the reasons I watch Netflix … and make them all reasons to NOT watch Netflix. What an ingenious business model! How has no one thought of this before? We find something our customers like about our product … and then we take it away!

  6. Chaostheory66821

    As someone that hasn’t paid for cable for many years, because I don’t like paying for a whole lot of stuff I don’t want to watch, nor doesn’t it fit into my schedule, I don’t care about what network it comes from. It isn’t going to make me want to watch it, or pay more attention to them any more than I already do. I don’t care whether or not something is made by Fox, or HBO, or any other service. I think of it as nothing more than brand whoring. What matters is if something is worth watching.

    If you put out stuff that is entertaining, I will watch it. If you don’t I won’t. So therefore, who gives a damn about whether or not Netflix is broadcasting this type of information. From my perspective it just convolutes the viewing experience and takes up customers time.

    Basically, f**k those corporate bast**ds and their out dated view of the entertainment viewing experience. Give me something good and I will make you money, give me something bad and you won’t, and it doesn’t matter if you plaster “From Fox Entertainment” across it, I don’t care and never will. In fact, It may drive me away, because no one wants that type of crap shoveled down their throat, every time they load a video.

  7. Steve Marth

    If they start slapping their network logo ‘bugs’ down in the corner of a Netflix stream (like Hulu), I’m out for good.

  8. Does TBS advertise at the beginning of every episode of the Big Bang Theory that you can catch new episodes on CBS? What a bunch of whiners.

  9. FrankM

    Why are these network executives complaining about their own inability to negotiate a contract?

    If they want a mention of their network when a show streams elsewhere, they need to put it in the contract with the show’s production company.

    Netflix is under no obligation to tell viewers where they can see newer episodes of a show that was just watched, just like my Fox station that airs syndicated reruns of “Modern Family” has no obligation to tell viewers “hey, new episode air on ABC”.

    • Netflix decided a long time ago that it would not organize content by producer of the content. Therefore, they would have to change their policy. I’m not saying they WON’T ever change their policy, but it’s not just “better negotiating” that would solve this issue. It would require changing the overall Netflix policy, because they couldn’t promote one network and not give it to the rest. Everyone else would throw a fit and make life miserable for Netflix. (Not sure what you mean by “put it in the contract with the show’s production company.” A production company makes the show, they don’t make decisions regarding how the show is marketed or distributed.)

  10. UGEplex

    This isn’t what consumers want or care about. This is all about network executive egos. A small info line with the network affiliation where the show info is displayed, like the year the show was launched, is more than enough for consumers.

    • There is value, for both the channel AND the consumer, in showing consumers what other content from the same channel exists. It’s basically how modern TV is promoted. Think about it, you’re watching Fargo on FX, and you see a promo for the new season of Sons of Anarchy, or Louie, or American Horror Story. While you personally might already know that these shows are coming back, there are a lot of people who wouldn’t know that info, or where, when, etc. This information can be communicated to the consumer because they’re watching a branded channel, FX, and so they are therefore informed about other shows on that channel, shows that they might be more inclined to like, because each channel tends to have a core tone or theme (FX is dark anti-heroes). The same would apply with an FX-branded channel on Netflix. You could stumble-upon a new show with similar themes, and then you’ve found a new show to watch and the channel has a new viewer. (I’m not affiliated with FX, but I DO love a lot of their programming!)

      • Robert Woods

        And that is all fine and dandy if I am watching FX. The reason I pay for Netflix and watch my shows there instead of just recording them on the DVR is because I dont have to put up with all the NETWORKS bullshit!

      • Branding ain’t what it used to be. Sure you watch History Channel for all the great documentaries – like the ones on the Knights Templar coming to Ohio before Columbus set sail. Or watching Discovery to see the great outdoors – or at least when they bring those ingredients into Emeril’s kitchen. Or Fox for great conservative commentary and The Simpsons. Or CSpan for – I don’t know why people watch CSpan, but that is one solid brand.

        No one cares what network a show was on; that’s last century’s thinking. Users want excellent programming tailored to their own, personal taste. Network brands have become just poorly run generic recommendation engines.

  11. Geoff Rupp

    Interesting… I wonder… Do the networks give free air time to the likes of Netflix and Amazon? Don’t know that I have ever seen that. Wouldn’t it seem logical that they would return the favor?

    • Adrian Werner

      Well..they do actually. FX notifies where you can watch Justified’s previous seasons. NBC does the same with Hannibal. Both have the “catch previous seasons on Amazon Prime”. segments.

    • They give air time, but it’s not “free.” Netflix is paying the channel to license the content, and the promos that air on the channel are part of the licensing deal. It’s all part of a financial transaction.

    • Richard Altman

      can you believe these fucking uneducated fuckholes? it’s only a mother fucking headline fer chissakes, cheeze and fucking rice

      • Richard Altman

        and another thing, in case you want some more, it’s the method that it’s delivered in conjunction with the inertia of the show itself that more than likely increased it’s audience per season. you know, medium (streaming) is the message (doesn’t really matter, if it’s not breaking bad, it’s game of thrones (via torrents) or some other shit, it’s streaming that makes the difference, when you combine streaming with content silo it will always equal success. broadcasting model is good for new shit, that’s it, that’s all, the art of tv is the new episode, once it’s on, it’s over. TV will successfully chase the dragon forever, however, if they don’t copy the streaming model and create online destinations like Netflix, Netflix will devour them. Why? Simple. Netflix funds original content, then licenses whatever the fuck they can, simply because binge watching improves even the shittiest fucking show (the whole narrative arc thing…feels like a book…ends up feeling like a movie, whose initial content, was books, plays, you know, the old content always occupies the new technology, think speech (filled with thoughts etc), writing>speech, books>writing, movies>books, tv>late night movies (i’m talking the 50s) and on it goes til now, Internet, which is simply filled with ADD, therefore streaming.

        So every large content company has to have a parallel online destination, if not, they will license and be quiet.

        oh yeah, ….
        is fxx putting out new eastbound? cuz, where’s the hbo watermark? oh yeah, it’s not there cuz that’s….well, you know what they say, profanity is the attempt of the weak mind to express itself,