Video rental firm Blockbuster, which has been struggling to keep up with rival Netflix, announced a deal with Samsung on Tuesday that will allow users to rent movies streamed over the Web.<\/p>\n
The Dallas, Texas-based Blockbuster said that the on-demand service will be integrated into Samsung high-definition televisions (HDTVs) and Blu-Ray players starting in the fall.<\/p>\n
“Once a customer rents or buys a movie, they simply press play to begin instant viewing,” Blockbuster said in a statement, adding that its streaming technology ensures “immediate and uninterrupted playback.”<\/p>\n
“This agreement underscores the growing opportunities around digital delivery,” said Blockbuster chairman and chief executive Jim Keyes.<\/p>\n
“Our strategic alliance with Blockbuster means that we will provide consumers another significant avenue to access rich content and a great viewing experience,” said Tim Baxter, president of Samsung Electronics America, the US arm of the South Korean electronics giant.<\/p>\n
Samsung said that owners of existing Samsung HDTVs and Blu-Ray players can upgrade their devices to receive the Blockbuster service.<\/p>\n
Blockbuster operates more than 7 200 stores in the Americas, Europe, Asia and Australia but has been chasing Netflix in streaming video to television screens over the Web.<\/p>\n
In March, Blockbuster began making movies available on-demand to users of TiVo digital recorder devices that connect to television sets, a service also offered by Netflix and online retail giant Amazon.com.<\/p>\n
Both Blockbuster and Netflix also rent DVDs through the mail.<\/p>\n