Crisis Management Will the Netflix mea culpa work? The DVD-and-streaming company’s CEO offered an apology along with the announcement that DVD rentals were breaking off into their own brand, Qwikster. By Matt WilsonSept. 20, 2011 SHARE To read the full story, log in. Become a Ragan Insider member to read this article and all other archived content. Sign up today Already a member? Log in here. Learn more about Ragan Insider.