TV personality Jeremy Watliff wants to unite the Jews of the Diaspora and Israel through entertainment • The means: "Jewzy", a Jewish streaming service • And what's on the menu?
"We will not return to the cinemas in the same way as we did before the plague."
Wattliff
Photography:
Taz Bradley
Jeremy Watliff, a British TV industry entrepreneur and man, is concerned.
He has seen quite a bit in his 59 years, decades of which he has spent writing, producing and directing for broadcasters such as the BBC, CBS or Discovery.
But such a period as the world is experiencing now, it is hard to remember.
And he is not talking about the corona - this crisis will pass (even if it changes the world forever, and more on that later).
The processes that Wattliff, a proud Jew, recognizes from his place of residence in England, threaten him and us directly.
"I see all the nonsense that is published in all kinds of media outlets about Gaza and terrorism. Israel has very bad public relations in the world," he says in a conversation from his London office.
"There is a sharp rise in anti-Semitism and anti-Zionism. There is a real need for us to present a positive picture of who and what a Jew is, to make our culture accessible and to emphasize its good sides."
The issue of "rising anti-Semitism" seems to have become a cliché. From here we see mainly peace agreements.
"Israelis may not know it, but the statistics speak for themselves. There is an increase in cases of anti-Semitism in America, across Europe. In South America it is especially terrible, Jews are still being deported from countries. Why would you have to emigrate to feel safe?"
As if the virus wasn't enough.
But where there is chaos there is an opportunity, and indeed Watlif certainly recognized such in the existing situation.
The combination of the need to improve our image in the world, the desire to unite the Jews of the Diaspora and the desire to provide entertainment for humanity that closed within the walls of its home, gave birth to "Jewzy", a streaming service currently only available in the US. $ 7.99 per month or an annual subscription of $ 59.99.
too expensive. From the series "Fauda" // Photo: Courtesy of yes
Love cooking shows?
Josie has some, but with the scents you probably know from home.
Want to laugh?
Here is a buffet that contains the greatest Jewish comedians, from comedies by Adam Sandler, through the stand-up show "Old Jews Tell Jokes" to specials starring Shahar Hasson.
There's even an i24 newscast, dramas starring actors like Mia Farrow and Jesse Eisenberg, and even Israeli horror movies like "Who's Afraid of the Bad Wolf."
Not Jewish content in the religious sense of the word, such as that made by Jews and with their participation.
And that's before we get to the progressive comedy "Oy Vey! My Son Is Gay!".
Who is afraid of religion?
"I don't think people understand how much good content comes from Israel," he says.
"We have the opportunity to convey a positive message about Israel and the Jewish community, to ensure a clearer understanding of what is happening in the country, but more than that - just to entertain people."
The obvious question is - why would a Netflix subscriber need another service? Adam Sandler's comedies are also there.
"Netflix is Netflix, we are not trying to compete with it. We want to be the best at finding hidden treasures. Yes, we have content that exists in Netflix search. But we also have great things that did not reach the small screen. Movies that people just do not know exist, and we do not. You have to dig to get to them. 'Rabbi Jacobs' is a film from the 70's, which for a European may be the funniest Jewish comedy there, similar to the way we perceive 'Fiddler on the Roof'. Many people have just never heard of it. We have a remake of 'The Revenge of the Hebrew Hammer' (a cult film about a Jewish superhero;
"Trentino defined 'Who's Afraid of the Bad Wolf' as the best horror film of the year?"
You are a very niche product with a very specific audience. Do you imagine a non-Jewish audience acquiring it, in order to understand a culture of which it is not a part?
"No, I do not want them to try to understand. I want them to enjoy, laugh and get excited. It is content for everything, just in case it is Jewish. The name Jewzy seems to imply that, but we are not a Jewish channel. We also have non-Jewish content. We are working on a comedy of Arabs who tell jokes in Syria and Lebanon. We are not Jewish television, we are television that interests Jews. In Israel it is easy to be a cool Jew. But our plan is to bring the Jews of the Diaspora and Israel together through entertainment. Our service is not just for Jews. There are so many Americans who need To understand more what and who Jews are, and they do not quite know. "
Who really is a Jew today? What does Jewish content do without being painted in religious shades?
"I'm sure you know the saying 'where there are two Jews there are three opinions'. Content does not have to be Jewish, it just has to be interesting to Jews. It's subjective and hard to predict, and we have a whole team trusting that and working with Israel or Hollywood. These are things we will learn as we progress. If people are found not to watch Holocaust films then we will offer less of them. We will have a certain amount of religious content, but that's not our thing. There's definitely room for that kind of content, and if that's what you want, you will. "That the Jewish experience will be sonic, refreshing and fun. All this while we also provide the older and more conservative audience."
Not just politically correct. Sarah Silverman // Photo: Chen Galili, Sheila Productions
Idan Raichel Yes, "Fauda" no
Wattliff has been in the content industry for quite a few years.
Produced, wrote and directed more than a hundred shows, clips, commercials and travel series.
In between he also worked with corporations, banks, charities and medical research.
The idea of establishing a platform that will improve Israel's image in the world came to his mind 15 years ago.
So it was in the form of a broadcast channel, but the conditions were not yet ripe.
The last decade has seen drastic changes in the way our culture is consumed and in our viewing habits.
In a sea of streaming platforms that are popping up like mutations after a nuclear explosion, between Hollow, Amazon Prime, Peacock, Disney + and between targeted audience-focused services in the range between competitive sports, staged wrestling and anime, Watliff has identified a need.
"To unite the Jews of the Diaspora under a streaming platform," he defines it.
And he's not the only one who wants that.
In recent months, two more services specializing in Israeli and Jewish content have been launched: "IZZI" (helloisrael.tv) is available starting last May (not in Israel), and provides Israeli or similar content that deals with what is happening in our districts, to viewers around the world.
The second, "ChiFlicks", was launched in August and offers Jewish-oriented movies and TV series (for example, a "friends" -style sitcom about young Jews and dating experiences in New York).
While the services are not the same, their purpose is quite similar: accessibility of Israeli and Jewish content.
Which is good for Trentino. Tzachi Grad in "Who's Afraid of the Bad Wolf" // Photo: Yarden Tavori
"I think there is a very limited market for Israeli content," says Jeremy about the competition created for him.
"We started it before everyone else. The whole process started three and a half years ago. In fact, I wanted it a decade and a half ago, but it was expensive and unprofitable. For us, we are trying to allow the widest point of entry into Judaism. We have a wider variety. , And it's important. I see it as a walk to the JCC (Jewish Community Center). There are all kinds of food there. Some will like it and some will not, but there will be a huge selection. None of the other Jewish services have it. We have A documentary called 'There are Jews There' about more than a million Jews living in small Central American villages that you have never heard of. They lead wonderful Jewish lives, and the program deals with the way these communities survive. There is also a news release. There is something for everyone. "
In media interviews abroad, you said that when it comes to news coverage you do not take sides. Is this possible on a platform with such a clear agenda?
"Part of our premise is that we are positive towards the Jews and the State of Israel.
It's a personal choice, I have a 'family' in the country, I am there often.
So I understand Israel and I know there are many arguments around it, but our job is to present the good in it.
We are proud of tradition but do not take sides.
If they seem to feel that we are presenting content that is too right-wing or left-wing, we will try to balance that, because we want to be fair.
Of course, if Israel did something terrible, it cannot be ignored.
But we are not a news broadcaster.
We happen to have news. "
Are you also interested in essentially very Israeli series, such as "Fauda" or "Lock Hour"?
"We do not have many series, because there is a risk in that. If you buy screening rights for a 12-episode series and it fails with us, it means a loss of money that we could have invested in 12 films. We have music from Israel. Docu called 'Musical Journey' about Idan Raichel, "A film about an African bass player who reveals Jewish roots. We want to deliver live performances and Maccabi games. There are amazing events in Israel that Jewish America cannot currently watch."
There is also a risk in your venture. As it seems, we are on our way out of the crisis and people are thirsty for entertainment outside the home.
"They'll still be back home at the end of the day. I think we're used to staying home and watching the world from TV, doing everything zoomed in. Yes, the cinema has the big screen experience and you go there as an activity with your girlfriend. But beyond that everyone's home. It's much easier and so are we all. "We have taken a financial hit. People will not return to the cinemas the same way they were before. These are processes that began years ago and the corona has simply accelerated. And for us, it has forced us to increase our Jewish digital presence."
It's hard not to notice that your logo is very reminiscent of that of Netflix.
"But it's also similar to the CinemaScope, Technicolor and other logos. It's cinematic and gives the feel of a big movie screen. We've been inspired by platforms like this, and the red in the logo is here because we want to stand out. To be perceived as stranger and more interesting. Like Jews. "