Managerial

Communication- II
Section - B Group 11
Riya Agarwal 0131/58
Rishwith Bukya 0132/58
Thanmay G 0133/58
Prakash Didla 0134/58
Abhimanyu Yadav 0135/58
Objective

● First episode streamed has earned a lot of attention both in a positive and negative
way, even though it was a runaway hit and was shattering records, but it has been
subjected to protests, online trolling and threats to teams.
● Before the launch of next episode we are required to come up with a plan for damage
control of the situation we are in and formulate a plan to counter the negative
reactions and assist in marketing for the upcoming episodes.
● The strategy would also include ways in which we can educate our consumers to be
open to content and artistic freedom while embracing the positives or negatives of it.
Controversy
● A section of the society has turned against the show and has led to a fall
in its ratings. Although the controversy has resulted in an increased reach
of the show among audience.

● The Current Government has threatened to use the Cinematograph Amendment

Bill 2021 against Getflix and re-examine the Rating Certificate of the show. The
Government has also promised to amend the bill if they come into power the next
year and establish more stringent measures to control the content on OTT
platforms.

● Netizens have been divided into two factions - for and against the company and the
show. As general elections are just months away, influential people have been trying to
utilize the situation and use it to sway people in their support.
Impact of controversy on
Getflix

Viewership impact:Due to the controversy we saw a steep rise in our viewership from 120mn to 150mn
(25% increase). We witnessed increment in number of subscriptions 250,000
Revenue impact: Revenue increased due to new subscriptions
199INR(per month subscription fee) * 250,000 ~ 50M INR
Social media publicity: We have got ourselves a free publicity of INR 3.3M on various social media
platforms due to online trolling, protests etc
Impact on opinions: The controversy resulted in significant changes in opinion poll for the upcoming
general assembly election.
Stakeholder management
Viewers To manage existing customer relationship and to acquire new viewers by
providing out of the box content while upholding the values of the company

Getflix employees & Employees must be aligned with the core values of Getflix where they
it’s shareholders support freedom of expression. Shareholders are priority for Getflix and
company will continue work to increase their value

Government Special screening of upcoming episodes for regulatory agency so that they
can confirm neutrality and artistic excellence of the series

Protestors Make protestors understand the importance of artistic freedom and

excellence while nudging them to be open to these as these will help the
nation in long run.
Strategic importance

Revenue: Getflix was able to mint money due to huge controversy and significantly improved
their Q3 results for FY24
Customer Acquisition and Retention: With its diversified content, Getflix’s aim is to retain
the customers who are already using it. Along with retaining its customers, acquiring new
customers to improve the reach of the content among the target audience is of high importance.
Core Values: Getflix believes in providing unfiltered, unabashed and raw content to their
customers
Freedom of Content: Protecting the integrity of a creator’s creative ability and encouraging
them to explore new frontiers in their creative work
Recommendation
Getflix must issue a statement on Getflix India’s official social media handles

[Twitter : 20M followers || Instagram: 18.7M followers || Facebook: 36M followers]

“We deeply apologise to everyone whose sentiments were hurt in any way or another. I believe
it is too soon to judge. Story is yet to unfold… We promote artistic freedom of speech,
expression and we strongly advocate that OTT platforms play important role not only in
entertainment of public but also in upholding ethical and moral ground. This series has aimed
and successfully delivered experimental content for Indian region and we are proud of it. We all
should appreciate regional sentiments and freedom of expression.”
Narrative codes
Symbolic: The symbolism portrayed in the series when they try to represent India as a Dystopian world may have
influenced people to think of it negatively which ironically led them to curb the freedom of artistic expression and
speech.

Proairetic: Due to the elections being near, certain elements of society are trying to politicize the controversy by
unnecessarily adding fuel to the chaos. Also this bad publicity has increased the show’s reach as well as revenue.
Further actions for this might result to reveal Getflix as a company which supports quality content.

Cultural: The negative image of India being a country where politicians have a lot of power can be another issue
which people may not like may also be the reason for the negative responses.

Semantic: The most hysterical part is that people may be protesting/trolling as they can relate to the context of the
show which may be unpleasing as some of us can’t take reality with a pinch of salt :)
Structure Codes

Intentional - We would be taking a clear stand for our show which would be to not change content of the show but
to let people be open to artistic expressions.

Contextual - Currently the nations environment is high on politics due to the upcoming elections while the protests
seems to be closely linked to them. We have also tried to focus on freedom of speech and expression which is a
fundamental right in our constitution.
Thank You!