Europe's largest DVD rental service LoveFilm announced a move to offer streaming video to wide array of internet connected TVs and set-top boxes.
Amazon owned LoveFilm is teaming up with Oregan Networks to provide streaming services to the Onyx media browser which is built in to many different models of internet connected appliances.
New TVs will have the application pre-installed while devices can also have the app installed via a remote upgraded.
"This agreement is another significant step forward in our strategy to offer the LoveFilm service through as many Internet-connected devices as possible, enabling us to deliver thousands of films and TV shows to our members," said LoveFilm boss Simon Calver.
LoveFilm has 1.6 million subscribers in the UK, Sweden, Germany, Norway and Denmark.