Lovefilm, which is currently locked in a fierce battle for customers with US firm Netflix, has agreed to launch LoveFilm Instant on LG's Smart TV platform, offering its subscribers the chance to stream a raft of movies and TV shows.
LG TV owners will be able to access a range of titles, including Terminator Salvation, RED, Batman film The Dark Knight, The Hangover and Unknown. Forthcoming new titles include Source Code starring Jake Gyllenhaal and family animation Gnomeo & Juliet.
LoveFilm's app on LG TVs enables users to rate the content and read reviews. It is also compatible with LG's Magic Motion Remote, which is controlled by movements and gestures, instead of buttons.
"With this latest platform launch we are strengthening our penetration into the living rooms of UK consumers, bringing instant entertainment to more homes than ever before," said Simon Calver, the chief executive of Amazon's LoveFilm.
"With every new platform launch we take another step towards our goal of being available to as many people, in as many ways as possible."
LG's head of Smart TV Stacey Seltzer added: "We are very excited to add Amazon's LoveFilm to the already extensive range of content on LG's Smart TV platform.
"LG's Smart TV provides a powerful new offering in home entertainment and we have invested significantly in this technology. Working with Amazon's LoveFilm is further proof of LG's commitment to providing customers with the best possible service."
LoveFilm launched its new Instant service last month, allowing subscribers to ditch the postal DVD option and just receive content via digital streaming over a range of connected devices.
The service is now priced at £4.99 in the UK, undercutting content streaming rival Netflix by £1 on the monthly subscription, as the two firms battle it out for customers.
LoveFilm Instant is available on 175 different devices, including games consoles, internet-connected TV sets, Blu-ray players, tablets and PCs, but Netflix is also available on many of those platforms.
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