Around 2015, legacy media executives began to hint openly at a joint effort to limit Netflix's ascent. Time Warner CEO Jeff Bewkes argued against undercutting its own business "by having somebody else [Netflix] pay a fraction of the cost and create a better inventory on the various shows you yourself invented," while Discovery CEO David Zaslav proclaimed that "it's just not rational that . . . [we] have allowed [Netflix] to gain so much share and offer it without our brands." FX president John Landgraf indicated a "concerted effort not to only sell to Netflix," and Fox CEO James Murdoch declared that "the business rules around how we sell to [subscription video-on-demand] providers is changing."

XREF: Connects to broader narratives about cord-cutting, the streaming wars, and how incumbents respond to platform disruption.

Andrew deWaard, Derivative Media, loc. 312