New Beginnings: Netflix in India

Author(s): Maryam Zehra

Abstract:

Sacred Games is arguably the first Netflix Original produced from India. Netflix capitalised on this series to lead its campaign and subscription drive in India. Adapted from Vikram Chandra’s 2006 novel Sacred Games, the series incorporates a range of stylistic elements, thematic concerns, and visual designs, marking its departure from the narratives of films made for theatrical release, which are subject to pre-censorship by the Central Board of Film Certification (CBFC), and television series made for on-air broadcasting, which fall under the jurisdiction of the Telecom Regulatory Authority of India (TRAI). The consequences of disruptive innovation not only inaugurate new possibilities for adaptation but also open out intermedial routes to sharing and distribution. To this end, the paper focuses on the intermedial nature of the campaign to publicise the web series across mainstream and established media forms like print, YouTube and Facebook as well the emergent platforms of Twitter and Instagram. The series premiered when streaming on OTT platforms was already disrupting traditional media, reflecting Michael Strangelove's Post-TV concept from the cord-cutting culture. The arrival of Netflix and similar platforms revolutionized global media, introducing new consumption and production models. By examining the novel, series, and media discussions-including interviews, reviews, and viewer responses-this paper thus aims to understand this shift, focusing on Netflix’s intermedia marketing and distribution strategies. It also considers how these practices prompt a re-evaluation of adaptation and intertextuality.

keywords:

Pages: 79-86     |    2 View     |    0 Download