MUMBAI: Malaysian video streaming service iflix has appointed former Netflix executive Sean Carey as its new chief content officer. Carey served Netflix as the vice-president of global television.

iFLix's chief content officer James Bridges will move to a new role as global acquisitions director, leading the service's content acquisition strategy.

Two-year old iflix claims to have 4.5 million customers and hopes to be what Netflix is in the United States to viewers in emerging markets.

The streaming video provider, which has deals with more than 170 studios and distributors such as Viacom Inc's Paramount and MGM, is currently in Malaysia, Indonesia, Thailand and Philippines and is planning to enter the Middle East and Africa over the next few months.

Liberty Global, the international telecommunications company controlled by American tycoon John Malone, and Zain, a Kuwait-based telecommunications operator, are investing in iflix, the companies announced last week.

Liberty and Zain, along with existing shareholders Sky PLC, venture capital firm Catcha Group and Los Angeles-based merchant bank Evolution Media Capital, invested $90 million in iflix, the companies said.