Netflix is working on a deal that could download its library of films directly to your television screen.  The New York Times reports that the DVD rental giant is partnering with South Korean company LG Electronics to stream Netflix content directly onto LG-manufactured HD televisions.  Netflix intends to strike deals with other companies as well, in order to broaden its saturation in the television market.

Netflix Founder and CEO Reed Hastings said, "We want to be integrated on every Internet-connected device, game system, high-definition DVD player and dedicated Internet set-top box.  Eventually, as TVs have wireless connectivity built into them, we'll integrate right into the television."  He also said, "Internet to the TV is a huge opportunity.  Netflix explored also offering its own Netflix-branded set-top boxes but we concluded that familiar consumer electronics devices from industry leaders like LG Electronics are a better consumer solution for getting the Internet to the TV."

Ki Kwon, President of LG's Consumer Electronics Division, said, "Consumers crave compelling and immediate content, and the Netflix online streaming movie feature can provide instant gratification. This alliance underscores LG's goal of developing smart technologies that deliver flexibility, convenience and control to consumers."

This is not expected to impact Netflix's trademark DVD-by-mail system, but instead open new channels for customers.

What does it mean for consumers?   Greater variety in movie choices than OnDemand, although initially the Netflix offerings aren't expected to be in HD.  In the future, who knows?  Netflix is already cornering one part of the media market.  If they successfully plant themselves as the go-to place for direct-to-TV rentals, they'll have bypassed traditional media outlets altogether.  This is the new face of media, the face that the Association of Motion Picure and Television Producers says they can't see yet.  Think of the potential: series that never air on networks at all, but are rented one episode at a time directly to your television.  Made-for-download films.  This is what the Net has been practicing for since the first (probably pornographic) film was uploaded, and it's what Pay-Per-View and OnDemand have whetted American audiences' appetites for even since Wrestlemania I.

This is going to be fun.

(Additional Source: CNN)