Wednesday, May 21, 2008


NEW YORK (Reuters) - Netflix Inc, the DVD-by-mail rental service, on Tuesday took another step toward delivering films straight from the Web to TV sets through a new device, boosting its stock as much as 10.9 percent.

The $99.99 device lets Netflix subscribers "stream" movies and television episodes to their TVs with no extra charges or viewing restrictions, the company and its partner, Roku, said in a statement.

Forrester analyst James McQuivey called the move a salvo in the "coming war over the territory known as the consumer living room."

"While it's too early to call winners and losers -- this battle should rage through all of 2009 and into 2010 -- it's clear that training millions of consumers to prefer you sooner rather than later is the best strategy," he said.

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