LG hasn't broached the subject of specs or prices yet (mostly), but the new Broadband HDTVs will support instant-start streaming and HD content, though it's not clear whether or not Netflix will account for the whole of the networked TV experience, or if LG plans on leveraging the connection tech for Yahoo and Intel's WebTV-like widgets, or if this connection will come via Wi-Fi or wires.

In any case, director of product development Tim Alessi told the AP that customers can expect a $200-$300 cost for the TVs over unequipped products. How integrated Netflix manages to cost that much more than the standalone Roku box is unclear, but prices like that—assuming there aren't some killer features we haven't yet heard about—leave the only real advantage to such a setup being less living room clutter. Expect more details (and probably similar announcements from other manufacturers) at CES. [AP]

Press release:

LG ELECTRONICS FIRST TO UNVEIL ‘BROADBAND HDTVS’ THAT INSTANTLY STREAM MOVIES FROM NETFLIX

Netflix Members Can Instantly Watch Movies Directly On New LG Plasma and LCD HDTVs

ENGLEWOOD CLIFFS, N.J. and LOS GATOS, Calif., Jan. 5, 2009 – LG Electronics today extended its groundbreaking partnership with Netflix, Inc. (Nasdaq: NFLX), as the two companies announced the first broadband-enabled HDTVs with Netflix streaming software embedded directly in the TV, requiring no external device. LG’s new LCD and plasma “Broadband HDTVs” will display the growing library of movies, TV episodes and high-definition (HD) content that Netflix members can watch instantly directly on the TV with Ethernet connectivity.

Available this spring, the new LCD and plasma HDTVs will join the LG BD300 Network Blu-ray Disc Player, the first Blu-ray disc player to stream movies instantly from Netflix. These products – and five new models of Blu-ray Disc players and home theater systems planned for 2009 – will offer consumers a variety of ways to enjoy more than 12,000 choices of movies and TV episodes instantly from Netflix. Netflix members owning one or more of the devices pay as little as $8.99 per month for unlimited instant streaming and unlimited DVDs from a catalog of more than 100,000 DVD titles in more than 200 genres.

LG Electronics and Netflix will demonstrate these broadband HDTVs this week at the 2009 CES®, Booth #8214, Central Hall, Las Vegas Convention Center.

“Embedding the Netflix streaming software in the television is a natural progression of our partnership with Netflix and our innovative product line,” said LG Electronics USA President Teddy Hwang. “This is an LG industry-first, which provides another flexible option for consumers seeking to access exciting content directly through their HDTV.”

“LG Electronics was first to embrace Netflix as a streaming partner a year ago, and was first in 2008 to introduce a Blu-ray disc player that streams movies from Netflix,” said Netflix CEO Reed Hastings. “So it’s fitting that LG is the first to introduce Netflix instant streaming directly to the TV with these next-generation HDTVs.”

Netflix began offering its instant streaming functionality on the PC in January 2007 and made the leap to the TV last year via Netflix ready devices such as the LG BD300 Blu-ray disc player. With today’s announcement, Netflix will be streaming, for the first time, directly to the TV with no external device required.

Instantly streaming content from Netflix to the LG HDTVs will rely on a broadband connection and Queue-based user interface. Netflix members will use the Netflix Web site to add movies and TV episodes to their individual instant Queues. Those choices will automatically be displayed on members’ TVs and available to watch instantly through the HDTV. Once selected, movies will begin playing in as little as 30 seconds. With the accompanying remote control, Netflix members will be able to browse and make selections right on the TV screen and also have the ability to read synopses and rate movies. In addition, they will have the option of fast-forwarding and rewinding the video stream.

“The partnership between Netflix and LG Electronics continues to give consumers more and better options for home entertainment,” said Hastings.

One TiVo user spotted this "Available in High Definition" option in their Amazon Video on Demand menu system. Clicking on the option did nothing, but it's probably pretty safe to assume that TiVo didn't add the choice for aesthetic reasons alone—though the company does enjoy their endless word list UI so maybe we're reading to much into it after all. [Twitter via Engadget]

SAMSUNG ADDS NETFLIX HD SUPPORT TO ITS FLAGSHIP BLU-RAY PLAYERS

Among First Blu-ray Players to Offer Consumers Instant Streaming from Netflix in Hi-Def

RIDGEFIELD PARK, N.J., November 26, 2008 – Samsung Electronics America, a market leader and award-winning manufacturer of consumer electronics, today announced that its two cutting-edge Blu-ray players, the BD-P2500 and BD-P2550, will now have direct access to the first several hundred movies and TV episodes made available by Netflix that can stream via the players in high definition. Available during the first week of December through a simple firmware update, both players are among the first Blu-ray stand-alone players to allow consumers the ability to instantly view hi-definition content from the popular movie rental service.

Currently, both the Samsung BD-P2500 and BD-P2550 offer access to the Netflix library of more than 12,000 standard definition videos, but the firmware update will provide consumers with additional access to Netflix HD premium content in sharp resolutions of 720p. Running the entire entertainment gamut from television shows, independent films, to Hollywood blockbusters, Netflix subscribers can choose from more than 300 HD titles that play in standard definition audio. Along with the new Netflix HD capabilities, the BD-P2500 and BD-P2550 are nimble performers equipped with the latest in robust HQV video processing and fully supporting advanced BD Live Blu-ray features.

“Our state-of-the-art Blu-ray players truly have become the ultimate HD digital entertainment delivery system with the latest support to allow HDstreaming from Netflix,” said Reid Sullivan, Vice President of Marketing, Audio/Video & Imaging at Samsung Electronics America. “By understanding changing consumer interests, we are making it easier for consumers to experience a vast world of captivating content, instantaneously, all at the touch of a button.”

While Netflix offers 24fps movies in their native frames per second, their other content peaks at 30fps. The company researched the 60fps content found on Blu-ray discs, they realized that they'd be better off reserving that sort of quality for another era. Good call.

While it's a bit unfair to compare bitrates across codecs, Vudu's premium HDX material is still the top dog in streaming, supplying encoded rates ranging between 9Mbps and 20Mbps. Then again, most of us can't watch that footage in real time. [Netflix via CNET]

Dramatic teasing aside, this update isn't all good news. Whether because of the Roku box's limited horsepower or a desire to cater to a wider range of broadband speeds, Roku's version of Netflix HD will be one of a "substantially lower bitrate," which doesn't sound great when considered against the Xbox's higher quality, good-but-not-great HD streaming performance. I'll hold judgment until we can test it for ourselves — a good decoder or postprocessing filter could do wonders for a sludgy picture. Or not. [Roku Forum via Hacking Netflix]

Well, maybe they don't. But Engadget confirmed that when NXE hits on November 19th, 300 HD movies will be available to stream from Netflix (as opposed to just the movie 300). That's obviously not every movie in the Netflix digital collection, but it's a start.

Seeing as I found SD streaming flawless on the 360, I'm really curious to see if Netflix and Microsoft can deliver the same short buffer times and easy fast forwarding in high def. [engadget]