Netflix eyes tie-ups with cable TV operators to expand reach

Netflix is eyeing tie-ups with cable TV operators in India as it doubles down on the growing base of its television viewers in the country.

"We are actively engaged with cable operator partners in India to get Netflix included in set-top boxes that are already present in the homes of millions of people and ideally get the Netflix button on the remote controls later," said Nigel Baptiste, director-partner engagement at Netflix.

In March, Netflix had announced a strategic partnership with Airtel and Videocon d2h to integrate the Netflix app to the direct-to-home set-top boxes of both the companies. Videocon d2h had also integrated a dedicated Netflix button on the remote control of its set-top box.

Besides India, Netflix is also engaging with cable operators in other Asian countries in Malaysia and Singapore, he added.

These tie-ups will enable Netflix to offer asmart TV-like experience to consumers without smart TVs, by enabling easy navigation between cable television programming and online video content.

Netflix said connected televisions are emerging as a primary viewing device among its subscribers, accounting for 34% of its viewing hours in India.

(The reporter was in Singapore at the invitation of Netflix)