Netflix Inc. and LG Electronics today announced they are joining forces to develop a set-top box for consumers to stream movies and other programming from the Internet to HDTVs -- bypassing the need to use a personal computer.
The collaboration is expected to deliver a new online home entertainment service via technology embedded in an LG networked player planned for the second half of 2008.
"Consumers crave compelling and immediate content, and the Netflix online streaming movie feature can provide instant gratification. This alliance underscores LG's goal of developing smart technologies that deliver flexibility, convenience and control to consumers," said K.I. Kwon, President of the Consumer Electronics Division of LG Electronics USA, Inc.
With the availability of the networked LG product planned for later this year, Netflix subscribers can watch movies streamed from the Netflix website on their large-screen home theater HDTVs, in addition to the current capability to watch movies instantly on their PCs.
"Internet to the TV is a huge opportunity," said Netflix Founder, Chairman and CEO Reed Hastings. "Netflix explored also offering its own Netflix-branded set-top boxes but we concluded that familiar consumer electronics devices from industry leaders like LG Electronics are a better consumer solution for getting the Internet to the TV."