LoveFilm currently offers films and TV episodes online through its LoveFilm player, which is available on Sony and Samsung internet-connected TVs, and the Sony PlayStation 3 games console.
LoveFilm's new WatchNow app uses Oregan Network's Onyx media browser technology, which will work across multiple internet-connected TV devices and set-top boxes, enhancing the user experience, interactivity and personalisation of its streaming service.
The WatchNow app is available as a pre-installed app for new TVs and set top-boxes and can also be remotely upgraded in consumers' homes.
Simon Calver, chief executive of LoveFilm, said: "This agreement is another significant step forward in our strategy to offer the LoveFilm service through as many internet-connected devices as possible."
LoveFilm, which launched in 2002 as a postal DVD rental service, has more than 1.4 million members around the UK. .
Last week, in the first major departure since the takeover.
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