Netflix’s India content VP Monika Shergill: 'Binge is the core of Netflix and it will always remain'

In an interview with us, Monika Shergill, Vice President, Content, Netflix India, talks about the content slate, and experimenting with different genres.

 

Netflix India’s Monika Shergill calls Anubhav Sinha's series, IC 814: The Kandahar Hijack, a page-turner thriller.

From fiction to unscripted reality to weekly drops to weekend entertainment, Netflix has been experimenting with different forms of storytelling and genres. Netflix India’s Content Vice President, Monika Shergill says the goal is to give entertainment to the audience with flexibility.

If there was Sanjay Leela Bhansali narrating a historical chapter with Heeramandi, there was a thrilling comeback of Rani with Phir Aayi Hasseen Dillruba. There was musical touch with Amar Singh Chamkila, a fresh approach to fanaticism with Maharaj, and wild adventure with Wild Wild Punjab. Not to forget the laughter ride with The Great Indian Kapil Show. Their next chapter is a thriller IC 814: The Kandahar Hijack, directed by Anubhav Sinha.

In an interview with Hindustan Times, Monika dives into the content strategy, upcoming trends in the OTT space and more. Here are some excerpts from the conversation:

Question: When it comes to content slate, 2024 has been very diverse and robust. How does it reflect the content strategy?

Ans: The core strategy is to bring the most amazing filmmakers like Anubhav on the service…The ambition behind IC 814: The Kandahar Hijack was to create a world class series. The strategy is simple and yet equally hard. Indian audiences are very diverse. But the one thing which is common in Indian audiences is that they want entertainment. The vision and objective has been very clear and it is to find the best stories with the best filmmakers to bring in very strong clear voices to the service.

Question: We have seen Netflix going big on all formats this year, from weekend entertainment to reality television. Was it intentional?

Ans: We are not one and done service. This year itself we have different kinds of stories and formats. Documentaries are as dear to us as a film format, and a long form of storytelling. Weekend entertainment is something that we are getting into. And it's very important for us. The goal is to be that anchor service in the market who everyone knows and can tune into. And know that there will always be fresh and meaningful entertainment whenever they want to tune in.

Question: The release of films such as Jawan, Animal, Laapataa Ladies and Kalki 2898 AD have been received well on the streaming platform. When it comes to theatrical cinema, is it as important as getting new content on the platform?

Ans: We work on getting the biggest and the best theatrical cinema on the service so that you see value on Netflix as a platform. It is really about giving wings to the theatrical cinema. Some of the theatrical films such as Jawan and Animal were trending when they came to the platform, which shows there is entertainment in every format. We put in a lot of effort to think through how we can bring the best to our audiences.

Question: Ever since the growth of OTT space since 2020, new trends are emerging, from splitting the final season into two parts to dropping one episode at a time. What are the emerging trends in the web space?

Ans: When streaming began, it had to find its own purpose. Initially, the purpose of streaming was to give choice and flexibility with the highest quality. That's how Netflix began. The purpose today is slightly different. While the core purpose of streaming remains the same, it is also about exploring with many more formats as a service. We are getting into live programming in a big way. We've gotten into episodic while binge is the core of Netflix and it will remain. When you see IC 814: The Kandahar Hijack, you know that binge is our core format… At the same time, we are exploring with weekly drops… Genre exploration is happening in a big way.

Question: And how important is it for you at this hour?

Ans: It is important for us to give them more reasons to come on the platform, give them more moments of truth where they find what they're looking for, and also have the choice and flexibility. Kapil Sharma comes on a Saturday and people tune in as it becomes their core viewing opportunity. It is also available through the week and thereafter. It is an interesting way to reach the audiences.

Question: Now, all eyes are on IC 814: The Kandahar Hijack, which is based on the 1999 hijacking of an Indian Airlines flight. It marks Anubhav Sinha’s first return to long-form storytelling since his days in television. Can you share a bit about how the series captures your vision?

Ans: This series is everything and more that we thought of the reasons why we went into it. It needed a voice as strong and a vision as clear as Anubhav has… Anubhav has really brought together his vision to create a complex yet thrilling series. Every bit is a page turner. Just when you feel that you know how somebody will react or take a decision, you know you get surprised. It’s a human thriller because it forces you to think from the perspective of people who are sitting inside the aircraft. It was a matter of life and death for them every moment.

The six-episode thriller, starring Vijay Varma, Dia Mirza and Kumud Mishra, is adapted from the book Flight Into Fear. The series is slated to release on August 29.