BBC World Service has entered into an arrangement with INCableNet in Mumbai to provide radio programmes 24 hours a day, including two hours of Hindi and half hour of Tamil programmes.
According to sources this partnership is not advertising revenue driven but a value addition for its cable service. Currently, INCableNet covers 60-70 per cent of cable homes in Mumbai. BBC World Service is also in the process of tying up with Siticable.
Although, BBC has similar arrangements with television stations in some countries including the Philippines, exploring the Indian cable television is unique.