In an effort to maintain its leadership in Indian entertainment content, OTT Netflix announced on Wednesday a multi-year strategic partnership with Excel Entertainment, the company of renowned Hindi film producers Ritesh Sidhwani and Farhan Akhtar. Excel Entertainment banner, which has made cult classics like ‘Dil Chahta Hai’, ‘Rock On’, ‘Zindagi Na Milegi Dobara’, ‘Lakshya’, ‘Toofan’ and ‘Don’, joins Netflix to bring content OTT to the country. There is likely to be a direct impact on ongoing competition. Farhan’s previous movie ‘Toofan’ was released on Prime Video.
Netflix continues to be the nation and the world’s leading OTT for on-demand long-form storytelling. Efforts by Prime Video and other OTT players to challenge his leadership have yet to come to fruition. Now, with the addition of Excel Entertainment, Netflix has a slight edge in this competition. Netflix’s user experience and user interface, seen in over 190 countries, is also liked more in Hindi cinema than other OTT players. According to Wednesday’s announcement, Excel Entertainment has started making two new stories for Netflix, ‘Dabba Cartel’ and ‘Queen of the Hill.’
According to the information, ‘Dabba Cartel’ is the story of five housewives who run a secret cartel. Whereas, ‘Queen of the Hill’ is the story of two aspiring women for the lead roles of Hasrat, Pyaar, Dosti and Deception in the rich 1960s Mumbai landscape rich in jazz music. Monica Shergill, Vice President of Content for Netflix India, says: “We are excited to be partnering with Excel Entertainment. They have consistently pushed the boundaries of entertainment and provided us with stories that have stood the test of time. “
Producers Ritesh Sidhwani and Farhan Akhtar of Excel Entertainment said: “Our partnership with Netflix opens up new global chapters of storytelling. We are excited to have the opportunity to bring a variety of extraordinary stories to entertain people in India and around the world. We are delighted to begin this new chapter with Netflix. “