Now Reading: Shekhawat says Netflix and YouTube partnerships can aid Indian tourism
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Shekhawat says Netflix and YouTube partnerships can aid Indian tourism
Speaking as Netflix marked ten years operating in India, at an event held at the National Gallery of Modern Art, Union Tourism Minister Gajendra Singh Shekhawat argued that tie-ups with streaming and…
Speaking as Netflix marked ten years operating in India, at an event held at the National Gallery of Modern Art, Union Tourism Minister Gajendra Singh Shekhawat argued that tie-ups with streaming and travel names such as Netflix, Google, YouTube and Air India could give Indian destinations wider visibility. Netflix Co-CEO Ted Sarandos, on stage alongside him, put the platform's decade-long local footprint at upwards of 100 shooting locations and roughly 200 original titles, backed by close to two billion dollars in content spending. A non-commercial memorandum the ministry struck with Netflix India last year has already produced a result: the government's Incredible India portal now runs an 'As Seen on Netflix' section spotlighting places, customs and moments drawn from its shows. Shekhawat framed every such tie-up, Google, YouTube, Indigo and Air India included, as arrangements involving no money changing hands.
Indian Opinion Analysis
Tying up with a streaming giant might well put obscure corners of the country in front of new audiences, yet neither minister nor executive backed the claim with any numbers on tourist arrivals, income reaching nearby residents, or what the exposure means for heritage sites and the communities around them. Calling the tie-ups non-commercial and win-win for both sides is one thing, showing the benefits actually reach people evenly and hold up over time is another, and nothing offered here does that. Judging the real payoff would require data the ministry has yet to make public. What is missing, and would settle the question, is whether officials eventually release arrival or revenue numbers specific to the locations Netflix has featured.
Source: www.hindustantimes.com
This brief was synthesised by AI from the source linked above.
