LG is introducing the first HDTVs capable of streaming Netflix movies without the need for an external device such as game console or set-top box.
The online movie rental service will be available in North America on LG’s new 47-inch LCD HDTV LH50 and 50-inch plasma HDTV PS80.
The Full HD 1080p HDTVs have Netflix instant streaming software embedded directly in the sets.
While movie choices are automatically displayed on the TV screen and can be viewed instantly through the HDTV, Netflix members have to first add movies and TV episodes to their individual instant Queues, via the Netflix Web site.
Earlier collaboration between LG and Netflix resulted in the first Network Blu-ray Disc Player to offer consumers the ability to instantly watch thousands of movies and TV episodes streamed from Netflix.
Peter Reiner, senior vice president, marketing and strategy at LG USA said there were 2.5 million North American households looking to purchase a networked TV.
He said incorporating broadband connectivity into its new HDTVs became a natural progression of the partnership with Netflix.
"Both LG and Netflix are committed to offering consumers easy access to entertainment on demand and LG’s newest HDTVs make it easier than ever to access thousands of movies and TV shows instantly," he said.