MUMBAI: Online movie rental service Netflix and LG Electronics are going to develop a set-top box that will allow viewers to view movies downloaded from the internet on their TV screens. This new technology will bypass the need for a personal computer.

“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,” LG Electronics USA president of the consumer electronics division KI Kwon said.

“Internet to the TV is a huge opportunity,” said Netflix founder, chairman and chief executive officer Reed Hastings.

The technology collaboration supports the Netflix core strategy of offering a multi-dimensional, or “hybrid,” service that gives its more than 7 million members a variety of ways to receive movies and TV series for one, low monthly fee.

With the availability of the networked LG product planned for later this year, Netflix subscribers can watch movies streamed from the Netflix Web site on their large-screen home theater HDTVs, in addition to the current capability to watch movies instantly on their PCs.