Netflix Wants On Your Set-Top Box, In Talks With US Cable Providers


Netflix has long been a thorn in television’s side, but according to a new report from The Wall Street Journal, is in talks with several U.S. cable providers.

According to sources close to the matter, Netflix is looking to have its app pre-installed on set-top boxes.

This would make it far easier for consumers who currently have to use a “smart” TV or separate streaming device to access the online service.

Talks are said to be in the early stages, and it is sure to be an uphill battle all the way.

Netflix is also wanting cable providers to utilize its technology which improves the delivery of streaming video, but that appears to have hit a snag.

The technology is part of its Open Connect program and consists of special servers Netflix wants to connect directly into broadband providers’ networks. Netflix believes the technology is critical to make sure its service provides the best quality to viewers, the people say.

So far, Internet providers Comcast, Time Warner Cable Inc., AT&T Inc. and Verizon Communications Inc. have declined to use the technology, concerned that such an arrangement could lead other online services to ask for special treatment, the people familiar with the matter say.

In September, Netflix struck a deal with Virgin Media in the U.K., and its app will be included on some 1.7 million TiVo set-top boxes.

It was the first time a cable provider embraced the online video streaming service, and hopefully the start of a welcomed trend among consumers.

Will Netflix break new ground, or do you think cable providers will remain stubborn?

Mike Stenger

Lover of technology, Mike often makes jokes that nobody laughs at.


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