(L-R) Sandeep Kataria, Director Commercial, Vodafone India; Reed Hastings, Co-founder and CEO Netflix; Himanshu Patil COO, Videocon d2h Limited at Netflix multi-platform partnerships announcement
To make its content more accessible to Indian consumers, US-based internet television network Netflix announced on Monday that it has entered into strategic partnerships with telecommunications service provider Vodafone, Direct to Home (DTH) service provider Videocon d2h and Airtel in India.
“India is one of the most important and vibrant countries in the world and we are delighted to be teaming up with three of its leading companies to make it much easier for consumers to enjoy Netflix,” says Reed Hastings, co-founder and CEO, Netflix. The company launched its service globally (including India) in January 2016 and has since added high-quality Indian content, brought critically acclaimed and exclusive original films and series and added features such as mobile downloads, for the Indian consumers.
With this partnership, Bharti Airtel will be integrating the Netflix app into its direct-to-home service across India. Netflix will also be integrated into the Videocon d2h set-top box. This will allow consumers instant access to Netflix by clicking the Netflix button on the remote control and eliminate the need for a smart TV or external dongles.
“This partnership strengthens our DNA of innovation by providing an instant TV screen experience for Netflix users in a seamless manner,” says Saurabh Dhoot, executive chairman, Videocon d2h.
Meanwhile, in its partnership with Vodafone, Netflix will work on payment integration and allow Vodafone customers in India to pay for their Netflix subscriptions via their monthly bill.
“In 2017, we’ll be working on making our Indian service better in every dimension. Working with some of India’s top artists, we cannot wait to bring more locally-produced series and films to our more than 93 million members’ households around the world,” added Hastings.