Nabbing exclusive rights to the prequel to “Shtisel,” the series Netflix made popular around the world, is more than just a financial opportunity for Izzy CEO Nati Dinnar to put his fledgling streaming service on the global map. Premiering Feb. 28 on Izzy, “Kugel” represents a chance to advance the interests of his homeland’s reputation amid war in the Middle East, not to mention its struggling TV industry.
Launched in 2020, Izzy focuses on Israeli content, aiming to enhance the world’s relationship with Israel and provide a platform for the country’s storytellers across a range of genres. But after licensing previous seasons of “Shtisel,” Dinnar knew pairing them with the prequel could have a dramatic impact on his business.
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“I thought if we get it and start telling people it’s going to be on Izzy, we’ll see as they say, ‘If you build it, they will come,’” said Dinnar of new subscribers to his streaming service, on the latest episode of Variety podcast “Strictly Business.” “And that’s what happened the minute we started saying, ‘there’s ‘Kugel,’ it’s going to be on Izzy.’ We started to feel the hype, whether it’s with people, you know, commenting on our advertising, signing up, the whole range of whatever you can expect with a hit.”
“Shtisel” launched in 2013 on Israeli network Yes and ran for three seasons on Yes and on Netflix outside Israel, fast becoming a worldwide hit. Global powerhouse Fremantle, Izzy, production house Abot Hameiri and Israeli broadcaster Yes have partnered on the distribution of drama series “Kugel,” which features two of the main characters of “Shtisel,” Nuchem (Sasson Gabai) and his daughter Libi (Hadas Yaron).
For Dinnar, “Kugel” is about more than just financial success; it’s about making good on Izzy’s mission statement, which is to”enhance the world’s relationship with Israel through entertainment, help talent and find an audience in the world.”
“I think when you challenge yourself to do something important, but make it a a business as well, that’s an exciting challenge,” said Dinnar. “And I think this is what we’re doing with Izzy, and with time, I hope we’ll make it, you know, successful, and prove that not only it fulfills the mission, but that it was fun.”
“Strictly Business” is Variety’s weekly podcast featuring conversations with industry leaders about the business of media and entertainment. (Click here to subscribe to our free newsletter.) New episodes debut every Wednesday and can be downloaded at Apple Podcasts, Amazon Music, Spotify, Google Play, SoundCloud, more.
