Global streaming giant Netflix has appointed Bela Bajaria to lead their international non-English TV originals as the company makes a significant push into this type of content.
International has proven to be a key driver in the streaming giant’s success, with the vast majority, or 80%, of the Los Gatos, California-based company’s new memberships coming from the overseas territories in the last few quarters. A large part of that achievement is due in part to Netflix’s focus on localized, non-English language content, with titles like Protector in Turkey, Elite in Spain, Casa de Flores in Mexico, Dark in Germany, Sacred Games in India.
In her new role, Bajaria (pictured) will oversee scripted, unscripted and comedy content in non-English markets, including India but not the rest of Asia.
Her title will remain vice president of content.
Bajaria joined Netflix in 2016 and has worked on numerous scripted and unscripted titles, including Queer Eye, Nailed It and Tidying Up with Marie Kondo.
Prior to joining Netflix, she served as president of Universal Television.
Additionally, Erik Barmack, who served as VP of international originals for Latin America, EMEA and India, will leave Netflix to start his own prodco.
“Bela Bajaria is an incredible creative talent — bringing global hits like YOU, Nailed It and Queer Eye to Netflix,” said Netflix chief content officer Ted Sarandos in a statement. “She is the perfect person to build on our international efforts, helping to bring the world’s stories to the world whatever the language.
“Erik has been transformational for Netflix,” he added. “Hits such as Dark, Sacred Games and Elite helped put us on the map and we wish him great success with his next chapter.”