The Streaming and DVD by mail company LoveFilm has cut a deal to promote its subscription movies streaming service on the Onyx media browser. In effect this will mean the service becoming available on a number of connected TV devices.

LoveFilm (think Netflix for the UK) have a service offering movies and TV shows on PC, Sony and Samsung connected TV plus PS3 using the LoveFilm player. The service also comes preinstalled on Samsung Blu-ray players. For the new deal a new WatchNow app which makes use of the Onyx media technology will be available on a number of internet-connected televisions and set-top boxes.

The WatchNow app will come ready to watch and pre-installed in new equipment and can be downloaded for older equipment. Speaking for LoveFilm, chief exec. Simon Calver said: “This agreement is another significant step forward in our strategy to offer the LoveFilm service through as many internet-connected devices as possible.”

The Onyx browser was developed by browser technology company Oregan and will propel LoveFilm from running in it’s own player to a much wider market. LoveFilm were launched back in 2002 renting DVD’s by post and have over 1.4 million UK members. They were brought up by Amazon who have launched their own streaming service, back in January.

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