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Netflix Original Monster Series ‘Hemlock Grove’ Debuts in 2013

March 21 (Bloomberg) -- Netflix Inc. plans to stream a new, original series, “Hemlock Grove,” with 13 episodes beginning in 2013.

The Los Gatos, California-based online film and TV service has exclusive rights to the program, a monster murder-mystery based on a Brian McGreevy novel and starring Famke Janssen and Bill Skarsgard, the company said today in a statement. Gaumont International Television is producing the series.

Netflix is branching out from library content to offer new, original programming to compete for subscription revenue with Time Warner Inc.’s HBO. Netflix is considering partnerships with cable operators to expand the reach of the online service, which has more than 23 million streaming customers, Chief Executive Officer Reed Hastings said this month.

“Hemlock Grove” will be available to Netflix customers that pay $7.99 a month for its streaming service. Netflix announced its first original series, the David Fincher-produced “House of Cards,” last year. The company is bankrolling the new comedy “Orange Is the New Black,” according to a person with knowledge of the situation.

Netflix also has picked up other exclusive distribution rights. The Norwegian drama “Lilyhammer” is now available, and new episodes of “Arrested Development” are scheduled for 2013. By the middle of 2013, the company will have five original series for streaming, according to Ted Sarandos, chief content officer.

Netflix rose 3.5 percent to $119.07 at 11:28 a.m. in New York. The shares fell 46 percent in the 12 months through yesterday.

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To contact the reporter on this story: Alex Sherman in New York at asherman6@bloomberg.net

To contact the editor responsible for this story: Peter Elstrom at pelstrom@bloomberg.net

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