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Taking it IZZY

The goal of IZZY is to introduce global audiences to a broader range of Israeli content, beyond the familiar narratives of the Arab-Israeli conflict or ultra-Orthodox life.
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October 9, 2024

In the year since the Oct. 7 attacks, it has become hard and harder to find positive depictions of Israel and Jews in the movies or on TV. IZZY, an Israeli streaming service offering over 800 hours of movies, series, documentaries and TV programs with a distinctly pro-Israel slant.

In a Zoom interview with The Journal, Nati Dinnar explained that the goal of IZZY is to introduce global audiences to a broader range of Israeli content, beyond the familiar narratives of the Arab-Israeli conflict or ultra-Orthodox life. While popular shows like “Shtisel” and “Fauda” are captivating and truly fascinating, Dinnar believes Israeli storytelling has much more to offer, providing audiences with an opportunity to experience the richness and diversity of stories from the Jewish state.

“If you go on Netflix, you’ll find about 10 titles representing Israel. and they’re often stereotypical, focused on religion, conflict, or war history. But Israel has so much more to offer,” said Dinnar. “We wanted to create a platform that showcases this wide array of content internationally, giving viewers a fuller picture of what Israel is about.”

“But Israel has so much more to offer. We wanted to create a platform that showcases this wide array of content internationally, giving viewers a fuller picture of what Israel is about.” – Nati Dinnar

The platform currently features around 500 titles, with new content added weekly. One recent addition is “Kathmandu,” a 2012 Israeli mini-series featuring Gal Gadot which offers fans a rare glimpse of Gadot before she became an international superstar.

The 13-episode drama follows a Chabad Hasidic family living in Nepal, set against the stunning backdrop of the Himalayas. The show explores the emotional and spiritual journey of a young couple as they establish a Chabad house in Kathmandu, serving as a sanctuary for Jewish travelers.

“Bringing Kathmandu to a global audience through IZZY is a game-changer,” Dinnar said. “Gal Gadot’s involvement in this series is a testament to the strength of Israeli storytelling. It’s exciting to introduce the world to her early work in Hebrew and show how far she’s come.”

Before launching IZZY, Dinnar was part of the founding team at Keshet Channel 12, Israel’s leading TV broadcast station, and also worked at Channel 10 for four years. He is the founder of Dinnar Productions, through which he created and produced acclaimed Israeli films like “Sabena Hijacking,” “Rescue Bus 300,” “The Longest Night” and the three-part documentary series “Under the Iron Dome.”

“’Under the Iron Dome’ tells the story from the first rocket fired from Gaza and the first casualty, all the way up to the success of the Iron Dome system,” Dinnar said. “It chronicles the rise of Hamas, although the primary focus was on the development of the Iron Dome defense system.”

Nati Dannar

Dinnar noted that he always sought a way to export Israeli content without relying on major platforms, which he felt were often reluctant to showcase Israeli content or selective in what they chose to distribute.

Now, with the ongoing conflict in Israel, Dinnar believes there is even more hesitancy to purchase Israeli content. He recalled thinking that if the late Prime Minister Shimon Peres were alive, he would have advocated for creating an “Israeli Netflix.” And that’s essentially what Dinnar has done. “It made sense to create our own platform, where we don’t depend on others. If the content is good and the storytelling compelling, people will come. That’s why my partner, who is incredibly smart and well-connected, joined me in this venture.”

 “There is a silent boycott of Israeli culture and entertainment,” Dinnar said. “I’ve heard that the Israeli dance group, Batsheva, had their tour canceled. People are afraid to host Israeli shows. It’s not that there isn’t an audience and it’s not that platforms don’t want Israeli content. It’s just that, right now, they’re holding back and we’re going to feel the impact of that over the next two to three years until things return to normal. Platforms like IZZY have a responsibility to step up, fill that gap and do whatever we can to ensure Israeli content and talent are seen internationally.”

You don’t have to be a subscriber to see the content; the platform offers the first one or two episodes of each series for free. Then, if you like what you see, subscriptions are $7.50 per month; annual subscriptions are $90. 

In addition to his role as IZZY’s CEO, Dinnar has partnered with Jewish National Fund to establish the Israeli Entertainment Fund, a $3M commitment from JNF to co-produce Israeli content with the intention of distributing it globally.

“We want to ensure that Israeli TV channels don’t cut back on production investments during these challenging times,” Dinnar said. “The first project will be ready in a month. It’s a docu-series that follows the rehabilitation of combat soldiers injured on Oct. 7. In English, it will likely be called ‘Fighters,’ because these soldiers are true fighters. Less than a year after losing their legs, they’re already walking again. The difference is in the exceptional medical treatment they receive when wounded. The care they get in the field saves both limbs and lives, so by the time they reach the hospital, they’re in a better position to recover quickly. It’s Israeli ingenuity at its best.”

The series is set to premiere during the JNF-USA convention in Dallas this November.

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