Following the success of Netflix, Inc. (NASDAQ:NFLX) original programming with the TV series House of Cards as well as Amazon.com, Inc. (NASDAQ:AMZN)’s entry into the market, Yahoo! Inc. (NASDAQ:YHOO) is following suit.

Yahoo

Ten shows being considered

According to a report in the Wall Street Journal, the search engine turned content development company is said to be considering ten half hour long shows and is willing to invest as much as several million in the project.

Yahoo’s change in strategy from short form programming

The report noted that Yahoo! Inc. (NASDAQ:YHOO) CEO Marissa Mayer is on the lookout for an online hit that has the potential to go viral.  As opposed to searching for short-form web programming, the move to hire writers, producers and directors for long-form programming to compete with networks and cable channels represents a shift in strategy.

“Blow it out big time”

“They want to blow it out big time,” one of the people briefed about the plans was quoted as saying.

The market for original programming is crowded and fraught with risk, despite the success of Netflix, Inc. (NASDAQ:NFLX).  Not only are Netflix and Amazon.com, Inc. (NASDAQ:AMZN) in the market, but Hulu also now creates content as do individual actors, such as the Zach Galifianakis talk show Between Two Ferns, which recently interviewed US President Barack Obama.

Don’t expect anything boldly different

Will the Yahoo! Inc. (NASDAQ:YHOO) offering be boldly different?  Don’t hold your breath.  “They’re looking at the same type of shows that Netflix and Amazon are eying,” a person familiar with the situation was quoted as saying.