This summer Comcast signed a deal with rival Netflix, a streaming video on demand provider service that competes directly with cable TV, to include Netflix on the company’s new X1 set-top boxes. In another awkward coupling, Comcast has made a similar deal with Sling TV, a subsidiary of satellite TV provider Dish Network, to make the cloud-based service available on X1 boxes.

Sling TV is Dish Network’s over-the-top TV alternative, offering both live broadcast television and streaming channels to cord cutters starting at $20 a month. With this partnership, the Sling TV app will bring more than 425 new channels to Comcast, including more than 320 multicultural networks in 21 languages, such as Arabic, Chinese and Urdu.

X1, a cloud-based platform, is Comcast’s latest generation of set-top boxes. Comcast customers can use the platform to watch live TV, on demand programming, a cloud DVR and streaming video services from providers like Netflix and Sling TV.

“The addition of Sling TV’s multicultural programming will be an excellent complement to the existing international offerings on X1 and will be attractive to our customers,” said Javier Garcia, Senior Vice President and General Manager, Multicultural Services for Comcast Cable in the official announcement.

“Our customers are becoming increasingly diverse and this is a fantastic opportunity to quickly deliver even more customized and multicultural programming to them, on an X1 platform that’s smart, fast and easy-to-use,” Garcia added.

According to the announcement, multicultural customers are the fastest growing segment of the U.S. population, increasing at a pace of 2.3 million consumers per year. By adding multicultural programming to its channel line-up, Comcast can better reach those viewers.

“Sling TV’s debut on Comcast’s X1 is another step forward in our promise to consumers to be available on their favorite platforms,” said Ben Weinberger, Chief Product Officer for Sling TV. “For the first time, millions of Comcast customers will have access to new multicultural programming options as well as the full suite of Sling TV programming.”

Pricing for Sling TV’s multicultural programming packages will start at $10 a month, similar to Sling TV offers on other platforms. Customers can personalize their packages with genre- and language-specific add-ons, said Comcast. No launch date has yet been announced, nor were details of the financial details of the partnership.

A week before the Sling TV deal, Garcia announced the addition of two new, independent, minority-owned TV networks to reach bicultural Hispanic kids. Kids Central targets Hispanic viewers ages 3 to 7. The second network, Primo, is geared toward bicultural Hispanic viewers ages 6 to 16.

Insider Take:

From a competition standpoint, this partnership seems odd. While Comcast offers internet services required to power streaming on demand services like Netflix, Hulu and Sling TV, it ultimately wants to sell its customers bundles of phone, home security, cable TV and internet services.

The reason for the Netflix partnership isn’t clear, but the reasoning behind Comcast’s deal with Sling TV makes a lot of sense. Comcast is trying to reach a growing audience, and it wants to reach that market by offering unique programming it can’t offer on its own. By partnering with Sling TV, Comcast can gain some market share without creating the packages or making agreements with the networks independently.