MUMBAI: Streaming giant Netflix continues to keep its foot on the pedal when it comes to arming its India team with some serious talent. The latest high-profile addition to the streamer’s stable is Aashish Singh, who has been roped in as director, original film. "We can confirm that Aashish Singh has joined Netflix as Director, Original Film," the company told Indiantelevision.com.

The arrival of Aashish seems to be in line with Netflix’s ambitious Original film play in India. The media veteran was CEO of Balaji Motion Pictures in his last gig, where he had joined in September 2018. Prior to that, he spent over 15 years with Yash Raj Films, occupying the position of vice president, production.

Netflix has announced 22 original films in India, with nine out of those already streaming on the service. Serious Men, Bulbul, Upstarts, Cobalt Blue, Ghost Stories, Class of '83, Mrs. Serial Killer, Guilty, Yeh Ballet, House Arrest, Kaali Khuhi, Maska and Freedom are the next big Indian Original films that are slated to be launched soon.

Aashish and Srishti Behl Arya (director, original film), both of whom report to Los Angeles, will play key role in helping the company accomplish its vision as it continues to be the only streaming service investing in original films in India.

As a percentage of overall time spent on Netflix, film viewing in India is the highest in any country. 70 per cent Netflix members in India watch at least one film a week. The number of films watched per month/per member has grown 50 per cent since last year.  

In a bid to add further value to its content proposition, Netflix is creating mainstream original series and movies in India apart from adding top quality, big budget licensed content. In an effort to add Indian subscribers, the Reed Hastings-led company is delivering an increasingly high volume of films to position Netflix the destination for finest films.

Having identified India as a key growth market, the company is investing significantly in Indian films and talent. Going forward, this focus is only bound to get more intense.