HONG KONG — American cable operator Cox Communications has signed with News Corp.’s Asian broadcast group Star to carry three of its Hindi-language TV channels.

Star India Plus, Star One and Star India Gold will be available to Cox subscribers in Northern Virginia, which has one of the largest South Asian populations in the U.S.

It’s Star’s first entry into the U.S. cable TV market, which has seen fierce competition amid stagnating audience size.

David Wisnia, Star senior VP for distribution and sales, said, “We are excited about the prospect of deepening our relationship with Cox to further the distribution of our top-notch channels to other areas throughout the country.”