After the success of Brigerton, which was a runaway hit for Netflix this past year Netflix has expanded its partnership with show creator Shonda Rhimes. The newly expanded partnership will give Netflix and Shondaland Media the opportunity to exclusively produce, stream and distribute feature films as well potential gaming and virtual reality content. The pact currently includes a branding and merchandise deal for Shondaland Media content, which will now add live events and experiences.
As an integral piece of the newly expanded overall deal, Netflix is investing in and providing the financial and technical infrastructure to support Shondaland’s mission to create DEIA (Diversity, Equity, Inclusion, Accessibility) programs that can increase industry workplace representation for underrepresented groups both domestically and in the UK. More details will be announced at a later time.
Netflix, which began as a clearinghouse of content from multiple studios has had to reimagine itself as an original content hub as more companies decided to get into the streaming game themselves. This has led to Netflix signing deals like the arrangement with Shondaland that guaranty the streaming network access to exclusive content as a way to differentiate itself from other services which rely on network content or Hollywood blockbusters to reign in subscribers.