LG Electronics announced today that they will start selling high-definition TV sets that stream Netflix videos directly from the Internet, without an additional device. The deal marks the first time Netflix’s streaming service will be embedded in a television.
The idea shared by Sony Corp, which already streams feature films and TV shows directly to its Bravia televisions — is still in its early stages. Netflix’s streaming service taps a library of 12,000 titles, while the company’s DVD menu numbers more than 100,000 titles.
Those streamed movies can be watched on a computer, or sent to a TV through an increasing number of devices, including a $100 unit made by Silicon Valley startup Roku Inc. Other partnerships enable Netflix to pump its video library to TVs through Microsoft Corp.’s Xbox 360 video game consoles or recorders made by TiVo Inc. LG and Samsung Electronics Co. also sell Blu-ray DVD players compatible with the streaming service.
Reed Hastings, the chief executive of Netflix commented “Piping movies directly to TV sets is the natural evolution of the video streaming service. The TV symbolizes the ultimate destination”.