
Asia woke to a wonderland of uncensored content on Thursday morning, courtesy of U.S. streaming service Netflix, which flicked the switch on more than 130 new countries – excluding China and North Korea – during the CES show in Las Vegas.
In deciding to go so gloriously big and global in this way, Netflix becomes the first legal programmer ever in Asia to flout so many content codes all at once.
Nudity, sex, drugs, homosexuality... it's all there in, among other titles, Marco Polo, Orange is the New Black and Clockwork Orange, which was banned in Singapore for more than three decades and released only in 2011 as a festival movie with a R21 rating.
Missing titles – most significantly House of Cards – are MIA not because of content, but because rights have already been sold to other broadcasters in the regions.
Books have now opened on the response from regulators, and bets are being made on either how quickly other programmers in Asia will be allowed to follow, or how fast Netflix will be forced to toe censorship lines in local markets along with everyone else.
The markets at the top of our watchlist are Singapore and Malaysia, followed by Indonesia (where broadband infrastructure is challenged and the country's 257 million people haven't ever rushed to pay for content) and India (ditto).
Hong Kong and the Philippines are unlikely to be a problem for Netflix; HBO Asia's HBO Go streaming service is already available in those two markets, uncensored and with parental controls. In Singapore, HBO Go content is cut to comply with programming restrictions.
HBO is laying low today, but the Singapore-based regional programmer, which has been operating in Asia for more than two decades, is unlikley to stay in its corner and let Netflix command the SVOD ring unchecked for long. And neither is anyone else.
Our bet, however, is that rather than pull Netflix back into a fold shaped during the analogue era, a strong bid will be made for everyone to do be allowed to do what they're doing in the digital space.
Singapore's Media Development Authority (MDA) said this afternoon that it "welcomes Netflix's arrival in Singapore and its commitment to aligning with our media classification framework".
The MDA also said that it would "continue to work with Netflix to provide viewers with more informed choices and put in place measures to safeguard the young from inappropriate content".
None of the other regulators have commented yet.
Netflix is already available in Australia and Japan. New Asian countries from today are Brunei, Cambodia, East Timor, Hong Kong, India, Indonesia, Laos, Macao, Malaysia, Mongolia, Myanmar, Nepal, Pakistan, Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam.
China and North Korea are excluded from this week's roll out. In China, Netflix says it is still considering its options. The decision to exclude North Korea is because U.S. regulations preclude American companies from operating in North Korea.
More as we get it...