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Drawing on a number of conceptualisations of contemporary media, this article positions Netflix within a contemporary media landscape, paying particular attention to how it relates to branding strategies of multi-platform serialised content and subscription cable channels in the United States. It considers Netflix-produced season 4 of Arrested Development (Fox, 2003\u20132013, Netflix, 2013) as a case study to explore how Netflix positions itself in relation to contemporary \u2018quality\u2019 and \u2018cult\u2019 TV and associated viewing practices and draws on theories of post-postmodern capitalism to understand its function within a broader socio-political context. As such, it places Netflix within discourses of VOD, TVIII, branding, contemporary viewing practices and consumer practices in post-postmodern capitalism.<\/jats:p>","DOI":"10.1177\/1461444814541523","type":"journal-article","created":{"date-parts":[[2014,7,7]],"date-time":"2014-07-07T21:35:18Z","timestamp":1404768918000},"page":"257-273","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":206,"title":["Is this TVIV? On Netflix, TVIII and binge-watching"],"prefix":"10.1177","volume":"18","author":[{"given":"Mareike","family":"Jenner","sequence":"first","affiliation":[{"name":"Independent Scholar, Germany"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2014,7,7]]},"reference":[{"key":"bibr1-1461444814541523","volume-title":"Quality TV: Contemporary American Television and Beyond","author":"Akass K","year":"2007"},{"key":"bibr2-1461444814541523","first-page":"62","volume-title":"Quality TV: Contemporary American Television and Beyond","author":"Akass K","year":"2007"},{"key":"bibr3-1461444814541523","volume-title":"America","author":"Baudrillard J","year":"1988"},{"key":"bibr4-1461444814541523","volume-title":"The Gulf War Did Not Take Place","author":"Baudrillard J","year":"2000"},{"key":"bibr5-1461444814541523","unstructured":"Brown A (2013) Netflix shares take a hit from disappointing \u2018Arrested Development\u2019 reviews. Forbes Online, 29 May. Available at: http:\/\/www.forbes.com\/sites\/abrambrown\/2013\/05\/29\/netflix-shares-take-a-hit-from-disappointing-arrested-development-reviews\/ (accessed 28 April 2014)."},{"key":"bibr6-1461444814541523","first-page":"33","volume-title":"Digital Disruption: Cinema Moves On-Line","author":"Cunningham S","year":"2012"},{"key":"bibr7-1461444814541523","first-page":"9","volume-title":"Television Studies after TV: Understanding Television in the Post-Broadcast Era","author":"Curtin M","year":"2009"},{"key":"bibr8-1461444814541523","doi-asserted-by":"publisher","DOI":"10.5040\/9780755696376.ch-011"},{"key":"bibr9-1461444814541523","unstructured":"Goodman T (2013) Arrested development: TV review. The Hollywood Reporter. Available at: http:\/\/www.hollywoodreporter.com\/review\/arrested-development-tv-review-558733 (accessed 2 December 2013)."},{"key":"bibr10-1461444814541523","unstructured":"Hale M (2013) A family streamed back to life. The New York Times. Available at: http:\/\/www.nytimes.com\/2013\/05\/27\/arts\/television\/arrested-development-on-netflixcom.html?action=click&module=Search&region=searchResults&mabReward=relbias%3Aw&url=http%3A%2F%2Fquery.nytimes.com%2Fsearch%2Fsitesearch%2F%3Faction%3Dclick%26region%3DMasthead%26pgtype%3DHomepage%26module%3DSearchSubmit%26contentCollection%3DHomepage%26t%3Dqry262%23%2Farrested%2520development&_r=0 (accessed 28 April 2013)."},{"key":"bibr11-1461444814541523","unstructured":"Hastings R, Wells D (2013) Q3 13 letter to shareholders. Available at: http:\/\/ir.netflix.com\/results.cfm (accessed 18 November 2013)."},{"key":"bibr12-1461444814541523","doi-asserted-by":"publisher","DOI":"10.1080\/17400300601140167"},{"key":"bibr13-1461444814541523","doi-asserted-by":"publisher","DOI":"10.1215\/9780822393658-011"},{"key":"bibr14-1461444814541523","volume-title":"Postmodernism, or, the Cultural Logic of Late Capitalism","author":"Jameson F","year":"1991"},{"key":"bibr15-1461444814541523","doi-asserted-by":"publisher","DOI":"10.4324\/9780203597033"},{"key":"bibr16-1461444814541523","unstructured":"Kelly S (2013) A huge mistake: arrested development cast criticise Fox\u2019s 2006 cancellation. RadioTimes, 24 May. Available at: http:\/\/www.radiotimes.com\/news\/2013-05-24\/a-huge-mistake-arrested-development-cast-criticise-foxs-2006-cancellation (accessed 28 November 2013)."},{"key":"bibr17-1461444814541523","doi-asserted-by":"publisher","DOI":"10.4324\/9780203337387"},{"key":"bibr18-1461444814541523","unstructured":"Mittell J (2010) Serial boxes. Just TV. Available at: http:\/\/justtv.wordpress.com\/2010\/01\/20\/serial-boxes\/ (accessed 2 December 2013)."},{"key":"bibr19-1461444814541523","doi-asserted-by":"publisher","DOI":"10.1515\/9780804783217"},{"key":"bibr20-1461444814541523","doi-asserted-by":"publisher","DOI":"10.1215\/9780822393658-005"},{"key":"bibr21-1461444814541523","doi-asserted-by":"crossref","unstructured":"Ramsay D (2013) Confessions of a binge watcher. CST Online. Available at: http:\/\/cstonline.tv\/confessions-of-a-binge-watcher (accessed 2 December 2013).","DOI":"10.59350\/2zrbw-gxa44"},{"key":"bibr22-1461444814541523","first-page":"42","volume-title":"This Thing of Ours: Investigating the Sopranos","author":"Reeves JL","year":"2002"},{"key":"bibr23-1461444814541523","volume-title":"Fernsehen Wider Die Tabus. Sex, Gewalt, Zensur Und Die Neuen US-Serien","author":"Ritzer I","year":"2011"},{"key":"bibr24-1461444814541523","volume-title":"Komplexe Welten. Narrative Strategien in Us-Amerikanischen Fernsehserien","author":"Rothemund K","year":"2013"},{"key":"bibr25-1461444814541523","unstructured":"Ryan M (2005) There\u2019s always money in the banana stand: \u2018Arrested Development\u2019s\u2019 stealth success. Chicago Tribune, 21 October. Available at: http:\/\/featuresblogs.chicagotribune.com\/entertainment_tv\/2005\/10\/theres_always_m.html (accessed 5 December 2013)."},{"key":"bibr26-1461444814541523","first-page":"136","volume-title":"Thinking Outside the Box: A Contemporary Television Genre Reader","author":"Seiter E","year":"2005"},{"key":"bibr27-1461444814541523","unstructured":"Spangler T (2013) Netflix survey: binge-watching is not weird or unusual. Variety. Available at: http:\/\/variety.com\/2013\/digital\/news\/netflix-survey-binge-watching-is-not-weird-or-unusual-1200952292\/ (accessed 13 December 2013)."},{"key":"bibr28-1461444814541523","unstructured":"The New York Times\n                      (2013) Netflix Inc. company information. Available at: http:\/\/topics.nytimes.com\/top\/news\/business\/companies\/netflix-inc\/index.html (accessed 28 April 2014)."},{"key":"bibr29-1461444814541523","volume-title":"Television\u2019s Second Golden Age: from Hill Street Blues to ER","author":"Thompson RJ","year":"1996"},{"key":"bibr30-1461444814541523","unstructured":"Zak D (2013) \u2018Arrested Development\u2019 season 4 review: a chore to watch and a delight to decrypt. The Washington Post, 29 May. 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