New territory for Netflix

In recent years, the battle between traditional television media and the new, blossoming world of online streaming has grown tense, but in the last week things have really heated up. Netflix announced last Friday that they would begin their own production of original programming, sponsoring a new show in partnership with other production houses. Breaking it down – what Netflix is paying for is the right to air the original content first, before any other channel or website.

This move is a first for the previously distribution-only giant of pre-made and pre-distributed content. Netflix has only recently become a force to be reckoned with by television and cable industries, and while industry conglomerate heads are sweating, the consumer should rejoice.

This opportunity, to air a more independently produced and web-streaming focused program, is perhaps the new face of television entertainment. While established networks and channels scramble to compete with online streaming, Netflix has found a niche in the online audience and they are doing a terrific job reaching their audience so far.

David Fincher, most famous for directing Fight Club and The Social Network, is the creative force behind House of Cards, the newest and first Netflix original series. The one-hour drama is an adaptation of the original British series from the 90s that has become a fan-favorite among Netflix subscribers. Starring Kevin Spacey, the show centers on the seedy underbelly of British politics during the Margaret Thatcher era, and is based on the original novel by the former UK Conservative Party Chief of Staff Michael Dobbs.

While this isn’t necessarily a stretch for the media distributor, already famous for allowing customers access to premium programming through mail and online streaming, this is certainly a leap for the company, as they take a huge step toward the likes of premium cable operators like HBO and Showtime. The addition of “original content” certainly distinguishes them from an online content provider like HuluPlus or Fancast Premium.

In a blog post from Ted Sarandos, the Netflix “Chief Content Officer,” he makes note of the expansive library of dramas and serials that subscribers have at their fingertips, with the exception of HBO. Perhaps a dig at the channel for keeping its original content so guarded, or perhaps a challenge to the famous pay-TV giant as if saying, “Here we are playing the same game, let’s see who wins.”

The question of who wins or loses is far from being decided. This is a huge venture for Netflix, but a pebble in the quarry for networks like HBO or Showtime who have been at the game much longer than their online compatriot. The series is set to air “sometime in 2012,” and I will certainly be eagerly awaiting both the premiere, and the response triggered from traditional media.