by Thinus Ferreira
Netflix has created TUDUM as a new website that will run advertorial and favourable PR-produced editorial content to promote the video content of the video streaming service.
TUDUM is available worldwide, and will run interviews, listicles, explainers, photo articles, news announcements, background pieces and some exclusive content to promote Netflix titles.
TUDUM will function in a similar way to The Plum List website that "secretly" belongs to the MultiChoice Group but that is only disclosed to users who scroll to the bottom for MultiChoice's "Connected Video" mention.
The Plum List purports to cover "the best shows and movies to stream on Netflix, Showmax, DStv and Amazon Prime in South Africa" but belongs to MultiChoice.
In effect a PR website made to look like a news site, it's an effort by MultiChoice and Showmax to serve up covert publicity information as a news source that promotes its own Showmax service that rates better than the competitors in comparisons.
Like MultiChoice with The Plum List, Netflix now also wants to blur the line between what is independent and external reporting about its TV and film content, delving into "reporting" and publishing advertorial-type content about itself.
TUDUM is run by Bozoma Saint John, chief marketing officer, in Netflix's marketing department.
"Netflix is a part of the cultural zeitgeist, and what makes my job so exciting is that through the work we do, I get to constantly connect with fans all over the world through their favourite shows and movies," writes Bozoma Saint John in a Netflix blog post announcing the creation of TUDUM.
"Longer term, as we build out TUDUM, here’s what you can expect: Get the inside scoop: Has You been renewed? When does Season 4 of Cobra Kai come out? Follow along for the latest news. Dig deeper: Is Maid based on a true story? What is a ‘kefta’ in Shadow and Bone? Where else have I seen the cast of The Witcher? Stories don’t have to end when the credits roll."
"Extend the story: Where can I find the Squid Game tracksuit? What’s on The Harder They Fall soundtrack? How do I make the necklace from Outer Banks? Bring your favourite stories to life with helpful tips, tricks and lists."
" I'm excited to introduce Tudum for fans to dive deeper into the stories they love, fuel their obsessions and start new conversations."
