Roku

As I watched the first few minutes of a TV program on the new $99 Netflix Player, I grew worried that the DVD rental service had gotten something horribly wrong with this foray into Internet video downloads.

While some industry pundits debate the viability of installing yet another set top box on the television, others are discussing what could be a groundbreaking business model for the future of movie watching: subscription-based streaming video.

The debate comes in light of Netflix's announcement earlier this week. In partnership with Roku, a digital media-streaming company, Netflix on Tuesday announced The Netflix Player by Roku.

Many movie buffs are celebrating this week at the thought of streaming their favorite movies straight to the TV, but some analysts are concerned the excitement may burst when the reality of installing yet another set-top box sets in.

Netflix, a pioneer in online movie rentals, introduced The Netflix Player by Roku. Netflix partnered with streaming-technology company Roku to offer the device that lets subscribers instantly stream the movie-rental service's library of 10,000 movies and TV episodes directly to their TVs.

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.