Amazon owned LoveFilm are beefing up their content reserves as they compete with newly launched Netflix UK. They have agreed a deal with Disney for ABC TV streaming rights to hit shows like Grey’s Anatomy, Desperate Housewives and Lost amongst others.

The streaming del will allow LoveFilm to show full seasons on-demand after they have aired on TV, and back seasons of some shows will be made available on LoveFilm Instant as well.

Speaking for LoveFilm, CEO Simon Calver said, “Today’s deal with Disney brings (LoveFilm subscribers) access to some of the best American TV content ever produced.”

For the Walt Disney Company, Catherine Powell, senior vice president said, “ABC TV On Demand is home to high quality, compelling US drama, produced by ABC Studios, and launching this service with LOVEFiLM means we are able to offer viewers more choice and flexibility in how and when they can view full seasons of these gripping shows, through one easy-to-use service.”

LoveFilm boasts 2 million subscribers across Europe and offers a streaming-only subscription service for £4.99 monthly (approx $7.50) for web-enabled devices such as PC, PS3, Xbox 360, iPad, Blu-ray players and connected TV sets.

They are currently locked in a content battle with Netflix, who this month launched a streaming service in the UK and Ireland for £5.99 (approx $9.17) monthly. Netflix have struck deals with the BBC, Miramax, ITV, Channel 4, Disney, Lionsgate and Momentum Pictures whilst Lovefilm has deals with Sony Pictures, Warner Bros., BBC Worldwide and ITV, eOne and Studiocanal.

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