Asian Journal of Management Cases, Ahead of Print.
The availability of a large number of smartphones, widespread internet access and the penetration of high bandwidth, coupled with competitively priced data plans, spurred tremendous growth in the Indian media and entertainment industry, particularly in the realm of over-the-top (OTT) platforms. The demand for OTT services surged even further during the lockdown period brought about by the COVID-19 pandemic. The focal point of this case lies in the entry and expansion of the multinational corporation ‘Netflix’ within India. The case delves into the company’s employment of the marketing mix to address the escalating demand for the novel OTT service in India amid intensifying competition and emerging challenges. In its eagerness to produce original content, Netflix appeared to have inadvertently offended and disregarded the sentiments, religious emotions and beliefs of its audience, resulting in consumer protests. This, in turn, led to the formulation of various regulations governing the content presented on OTT platforms. Owing to its controversial and insensitive content, Netflix faced backlash in India and globally, leading to legal battles in several countries. A recent instance occurred on September 18, 2021, where Nona Gaprindashvili, a Georgian chess prodigy who made history as the world’s first female grandmaster, took legal action against Netflix for defamation and invasion of privacy. This lawsuit was filed in a federal district court in California in response to their show titled ‘Queen’s Gambit’. The core of the lawsuit revolves around a scene in the final episode of the show, wherein a radio commentator suggests that Gaprindashvili was not regarded as a significant contender by her male counterparts. The lawsuit accuses Netflix of belittling Gaprindashvili’s achievements to craft a more sensational narrative and dismissing her previous defamation claim without issuing a public apology or retraction (https://www.npr.org/2021/09/18/1038442947/nona-gaprindashvili-netflix-lawsuit-chess-queens-gambit).