Sony have struck a deal to show movie rentals on it’s new range of Internet connected television sets and Blu-ray players. The deal with UK based movie rental outfit, Lovefilm, allows the company to stream movies on a pay to view basis across the Bravia range.

LoveFilm currently operates in the dvd rental market, having a library of over 67,000 movies. The company are heading (along with everyone else) into the online movies arena, allowing viewers to hire and watch without doing anything physical. Lovefilm are currently running an internet movies beta webpage and are showing the Tom Hanks movie Castaway for free.

The LoveFilm streaming service will be available on the internet-enabled Bravia range, after they previously struck a similar deal with Samsung for streaming on its internet-enabled TVs. They hope to put the application put on otherbroadband connected devices such as games consoles or smart phones.

Simon Calver, Chief Executive of LoveFilm, said the service would be introduced later this year: “Being able to take this service directly into the living room with Sony, enabling members to have access to thousands of instantly available titles is an immensely exciting development. We expect to continue to invest in digital content in the coming months.”

Sony spokesman, Christian Brown said:- “Bravia marks a fantastic paradigm shift in home entertainment. We are really excited to be partnering with LoveFilm to bring this service to Sony devices.”

The movie on demand market is certainly hotting up, get ready for some digital blood being spilled.

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