Apple TV just got some new competition. Netflix, which brought online movie rentals to the masses, is introducing a new concept. In partnership with Roku, a digital media-streaming company, Netflix on Tuesday announced The Netflix Player by Roku.

The device allows Netflix subscribers to instantly stream the movie-rental service’s library of 10,000 movies and TV episodes directly to their TVs. The player is available for purchase for $99.99 at Roku’s Web site. Netflix has unlimited rental plays starting at $8.99 a month.

“Now streaming video isn’t limited to society sitting in front of the PC; it’s ready for the TV in the living room,” said Anthony Wood, CEO and founder of Roku. The Netflix Player by Roku is the first Netflix-ready device on the market.

All-You-Can-Watch Movies

The player is about the size of a paperback book and is designed to integrate into any home-entertainment system. According to Netflix, all it takes is connecting the player to a TV and to the Net. For homes with wireless World Wide Web connectivity, the player is Wi-Fi enabled.

Reed Hastings, Netflix chairman and CEO, cited the device’s simplicity and cost. First, he said, it allows consumers to choose movies for an instant queue, and soon after automatically displays only those choices on the TV screen.

“That’s a major improvement versus the clutter of trying to choose from 10,000 films on the TV,” Hastings said. “There are no additional charges and no viewing restrictions. For a one-time purchase of $99, Netflix members can watch as much as they want and as often as they want without paying more or impacting the number of DVDs they receive.”

The Player in Action

Here’s how it works: From the Netflix Web site, members add movies and TV episodes to their instant queues, and those choices are thereupon displayed on the TV and available to watch instantly….

Original post by Chase Higgins