Netflix unveils set-top movie streaming device

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Online movie rental company, Netflix, has partnered with streaming specialist Roku to release a set-top box that will enable users to stream movies to their television sets.

Dubbed “The Netflix Player by Roku” Netflix subscribers will have access to over 10,000 movies and TV episodes. The $99.99 device is available beginning today, the company said.

“The key breakthroughs of The Netflix Player by Roku are simplicity and cost,” said Reed Hastings, chairman and CEO of Netflix.

Hastings explained that users can use the Netflix Web site to choose movies to their instant queue. When viewed on the TV only those choices are shown, cutting down on the amount of navigation that’s necessary through the set-top device.

Netflix said their are no extra charges and no viewing restrictions. “For a one-time purchase of $99, Netflix members can watch as much as they want and as often as they want without paying more or impacting the number of DVDs they receive,” said Hastings.

It seems clear that Netflix is targeting the Apple TV and it’s iTunes Rental Store. Only time will tell how the Netflix, iTunes battle will end up.

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