Editors’ Take: Netflix makes bold move in industry

By Duncan Gregory, Rose Graner and Audrey McKenzie
Entertainment Editors

Movie and television subscription service Netflix recently outbid several large television studios (including AMC and HBO) for the rights to an upcoming drama series entitled “House of Cards.” The show is going to be directed by David Fincher (of “The Social Network” fame) and produced by both Fincher and Kevin Spacey (“American Beauty,” “Se7en”).

This may not seem entirely remarkable, but it is actually incredibly culturally significant. To put it simply, Netflix is contributing to the long-heralded coming of what has become known as “media singularity.” “Media singularity” is the idea that eventually, all formats for mass entertainment will merge, and as a result, creative culture and the way we, as consumers, interact with it— will be forever altered.

We already know that many entertainment industry strongholds are disappearing. Companies such as Hollywood Video and Blockbuster have been struggling with the addition of Netflix into the at-home movie experience. Two Blockbuster stores have gone bankrupt because Netflix steals customers with a more efficient and streamlined process.

This is where the importance of the “House of Cards” deal comes into play. By becoming the only outlet for a television show, Netflix assumes a role that is held almost exclusively by television stations. They are taking away the only thing that television has left: original programming. Netflix is becoming what they destroy, consolidating even more power in the entertainment indusrty.

Blurring boundaries in such a way has many serious ramifications. For one thing, the fact that the show in question is so high-profile as to include both Fincher and Spacey lends the deal itself significant legitimacy. This is not someting that the television industry should take lightly.

This is no sketchy, no-one-wanted-it-so-it’ll-go-straight-to-Netflix situation. It is a deliberate move on Netflix’s part to gain a foothold in the television production industry. If “House of Cards” is well received–and possibly even if it isn’t–Netflix may begin picking up original shows and even films. Netflix will soon get customers to not only rent movies but to follow productions like “House of Cards” instead of watching shows on cable networks.

This could forever alter the future of cable television. If Netflix chooses to provide original content regularly, television could easily fall by the wayside in some circles. Not only is Netflix a threat to television channel ratings and loss of some viewers, it is a concern that these stations will be  cancelled for good.

Netflix is cheaper, quicker, and more efficient than an average cable package. The “On Demand” option on cable boxes offers only a fraction of of choices that Netflix does. Who is to say that it couldn’t push out most television stations altogether?

To that end, Netflix is certainly fulfilling the prophecy of a “media singularity” that was once considered nothing more than hypothetical speculation.