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Amazon Studios Head: We Want to Be an ‘Alternative’ to Netflix

TCA 2018: Jen Salke doesn’t want all that extraneous content for her streaming service

Amazon might not be the first place you think of when it comes to streaming, but that’s OK, says Amazon Studios head Jennifer Salke.

Instead, Salke wants Amazon Studios to stand out for distinct storytelling when compared to its competitors, the exec said at the Television Critics Association press tour on Saturday.

“I think its really important to think of us as an alternative to some of those places,” said Salke. “What we would love, and what we are doing, is build a more curated group of talent creators and artists that can be part of our family at Amazon, and build out the very best in content for our customers.”

To do that, Salke said Amazon wants to be selective with its content choices. “You won’t see some giant volume play,” said Salke on the studio’s strategy. That stands in contrast to more established streaming heavyweights like Netflix, which are poised to release hundreds of original shows in 2018.

Salke also said Amazon won’t be going for “broad” shows, despite her past as the president of NBC Entertainment and the belief she’ll follow network norms. Amazon’s brand, when it comes to video, should stand for “originality, creative excellence,” and be, of course, entertaining, said Salke.

Amazon’s presence pales in comparison to Netflix and HBO when it comes to Emmy nominations, but the e-commerce giant is continuing to take ground on the content battlefield. Spearheaded by “The Marvelous Mrs. Maisel,” Amazon earned 22 noms, the most in its history, earlier this month.

The studio also announced several high-profile new shows on Saturday, including series from Greg Daniels and Nicole Kidman.