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Netflix partners with Airtel, Videocon, Vodafone for wider reach

Bharti Airtel will integrate the Netflix app into its direct-to-home service throughout the country

IANS  |  New Delhi 

From (L) to (R)Himanshu Patil, Chief Operating Officer Videocon d2h with Reed Hastings Co-Founder and CEO Netflix and Sandeep Kataria, Director Commercial Vodafone India. Photo: Dalip Kumar

Global video streaming service on Monday announced strategic partnerships with Airtel, and -- making it the world's leading

With these partnerships, Netflix's critically-acclaimed programmes like House of Cards and Narcos and The Crown will be easily accessible to consumers across direct-to-home and mobile platforms throughout the country.

"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 to make it much easier for consumers to enjoy Netflix," Reed Hastings, Co-founder and CEO of Netflix, told reporters here.

"In the months and years to come, we look forward to bringing our Indian members more compelling stories from all over the world, an ever-improving viewing experience and incredible joy," Hastings added.

Under the agreement, will integrate the app into its direct-to-home service throughout the country.

"Airtel has been a pioneer in bringing the best of global content and products to its customers. We are delighted to partner to bring their popular content to our customer on one of our key digital platforms," Said Gopal Vittal, Managing Director and CEO (India & South Asia),

Netflix will also be integrated into the set-top box, allowing viewers to instantly access Netflix by clicking a dedicated Netflix button on the remote control.

"We are delighted to have Netflix as a partner on our HD Smart Connect STB. This partnership strengthens our DNA of innovation by providing an instant TV screen experience for Netflix users in a seamless manner," added Saurabh Dhoot, Executive Chairman,

In the mobile space, Netflix will partner with on pre-paid programs and will enable payment integration, allowing customers in India to pay for their Netflix subscriptions via their monthly bill.

"We are proud to be the first mobile partner of Netflix in India and look forward to offering its rich content to further delight our millions of customers", said Sandeep Kataria, Director Commercial, Vodafone India.

Netflix launched its service globally in January 2016, including India.

"In 2017, we'll be working on making our Indian service better in every dimension," said Hastings.

"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," he told reporters.

First Published: Mon, March 06 2017. 14:30 IST