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House Of Cards is Changing the Streaming Game

"As seen on TV" might just become "As seen on Netflix."

Cover photo: @jerrysilfwer

Netflix premi­eres a new show, House of Cards.

Nowadays, every­body loves to hate Netflix, espe­cially regard­ing the scarce selec­tion of movies and tele­vi­sion shows. What dif­fer­ence will one new show make? Especially a pilot that’s got­ten some pretty mixed reviews.

Well, House of Cards will most cer­tainly make a difference.

House of Cards — Not Just Another TV Show

Netflix is rel­at­ively new here in Sweden, but I got used to it when I lived in Manhattan. But in Sweden today, we can also choose to watch tele­vi­sion on Magine, Voddler, and Headweb. (Also, HBO just launched here.)

Television and the web are a match made in heav­en. And, I sure watch many videos for a per­son who does­n’t own a tele­vi­sion. I should be grate­ful I have so much to watch; we could all spend our life­times dis­cov­er­ing new Youtube con­tent if we wanted to.

But here’s the thing: 

It does­n’t work like that. We’re like blood-thirsty anim­als who just had their first kill; we want more. So when Netflix adds anoth­er tele­vi­sion show, it should only be yet anoth­er dis­trac­tion for many.

A New Breed of TV Shows: Originals

House of Cards is a Netflix ori­gin­al series. That means that Netflix has pro­duced their tele­vi­sion show.

So, what? I knew that already!”

Let’s think about what an ori­gin­al tele­vi­sion show means. Putting togeth­er a tele­vi­sion show is no small moun­tain to climb in this day and age. Did Netflix suc­ceed? After watch­ing the first epis­ode of House of Cards, I’d say that the answer to that ques­tion is “yes.”

Not because it’s that good, but because I did watch it. And because I’ll keep watch­ing it — I believe many oth­ers will, too. And that’s not a tiny thing. After all, Netflix is a web­site, not a tra­di­tion­al tele­vi­sion pro­duc­tion company.

Yet.

House of Cards has qual­ity writ­ing and great pho­to­graphy. With all that’s going on in American polit­ics, it has relevance. 

House of Cards Will Disrupt Streaming

Why would Netflix take such a risk? Well, Netflix has heard com­plaints from users crav­ing more content. 

It does­n’t take a geni­us to fig­ure out that Netflix would­n’t mind a little less hassle from try­ing to land con­tracts for new third-party productions. 

Why is it so dif­fi­cult for Netflix to land con­tracts? The own­ers want to make money from the con­tent them­selves, which is under­stand­able. But unfor­tu­nately for them, their strategy is push­ing plat­forms like Netflix to pro­duce their con­tent.

So, Netflix has asked itself if it can pro­duce such con­tent to cir­cum­vent the cur­rent sys­tem. And appar­ently, they can. 

Now, who’s the loser when Netflix can pro­duce pro­pri­et­ary mater­i­al? Rights own­ers think that they can hold on to the out­dated value chain. A chain where a movie hits the cinemas, then hits DVD stands and then gets shown on tele­vi­sion after years and years. 

But this mod­el won’t work in the age of the internet.

Coming Soon: “As Seen On Netflix”

If we com­pare the situ­ation to the music industry, Spotify has giv­en us a glimpse of the future of music consumption. 

However, Spotify man­aged to fill their lib­rar­ies with enough third-party con­tent nev­er to have to con­tem­plate cre­at­ing their music. 

But Netflix had to.
And now, this door seems to be open.

Who knows?

As seen on TV” might just become “As seen on Netflix.”

Jerry Silfwer
Jerry Silfwerhttps://doctorspin.net/
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at Spin Factory and KIX Communication Index. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.

The Cover Photo

The cover photo isn't related to public relations; it's just a photo of mine. Think of it as a 'decorative diversion', a subtle reminder that there is more to life than strategic communication.

The cover photo has

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