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Wednesday, 21 May 2008 Netflix battles Apple TV with own set-top box

Netflix teams with Roku to offer budget-priced Apple TV alternative

Jonny Evans

Netflix is taking on the Apple TV in new partnership with Roku, offering a $100 set-top box for film streaming to the TV.

The Netflix Player by Roku is a device that enables Netflix subscribers to instantly stream the Netflix library of films and TV episodes, and the product’s available now in the US for just $99.99.

"We're excited to bring the first Netflix ready device to the market," said Anthony Wood, CEO and founder of Roku. "The seamless integration of the Netflix service into our player has resulted in true ease of use for the consumer. Now, streaming video isn't limited to people sitting in front of the PC; it's ready for the TV in the living room."

Reed Hastings, chairman and CEO of Netflix clearly has Apple in his sights, saying the way the service works is, “a major improvement versus the clutter of trying to choose from 10,000 films on the TV. Second, there 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."

The box is roughly the size of a paperback book, has support for Ethernet and WiFi and will connect to any television set with an A/V connection. Video and Audio connections include: HDMI, Component Video, S-Video, Composite Video, Digital Optical Audio and Analog Stereo Audio.The Apple TV demands an HD widescreen television set. The library can be accessed and browsed directly on the TV using the set-top box’s remote control.

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