Netflix to Be Available Via Cable Boxes

The streaming service has partnered with three small providers, allowing their subscribers to access the service through set-top devices.

Netflix is partnering with three small cable providers to give subscribers access to its streaming service via set-top boxes.

The Netflix app will be fully integrated into the TiVo service and boxes distributed by Atlantic Broadband, Grande Communications and RCN.

Customers will have to subscribe separately to Netflix's streaming service and the cable provider's TiVo DVR service. But having Netflix on the same set-top box that cable customers use to watch live TV should make it more convenient and could be seen as part of Netflix's ongoing quest to become a TV channel.

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"Atlantic Broadband, Grande Communications and RCN are making it even easier for their customers to watch Netflix on their TVs," Netflix head of business development Bill Holmes said in a statement. "These three cable companies are leading innovators, offering more choices and a great experience to their customers. Not only are they the first U.S. cable providers to offer Netflix on their set-top boxes, they have also directly connected their networks to Netflix, enabling a better viewing experience with faster startup times and superior image quality."

Netflix will be available to Atlantic, Grande and RCN customers with TiVo service as early as Monday.

"Now watching Netflix is as easy as changing the channel," Atlantic Broadband chief marketing and strategy officer David Isenberg said in a statement. "The ever-expanding selection of titles on Netflix is a tremendous complement to Atlantic Broadband's existing portfolio of Live TV, HD channels and on-demand programming. Integrating the world's leading Internet TV network with the world's best DVR platform underscores our commitment to delivering to customers what they want -- instantly."

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Grande and RCN CEO Jim Holanda added: "The dynamics of this game-changing relationship are clear: more choices for the viewer via a simple, unified device. RCN and Grande Communications continue an unrelenting focus on delivering the best viewing experience for our customers through smart partnerships, innovation and superior Internet speeds of up to 110 Mbps. The ability to seamlessly deliver new volumes of entertainment through industry leaders Netflix and TiVo is yet another way we are providing the best in customer convenience and satisfaction."

Atlantic Broadband is a subsidiary of Cogeco Cable and the 13th largest cable operator in the U.S. based on the number of basic-cable customers served. The company provides TV, Internet and phone services to more than 230,000 customers in Western Pennsylvania, Miami Beach, Maryland, Delaware and Aiken, South Carolina.

Grande Communications provides Texas residents with Internet, TV and phone services via its fiber-optic network. Grande is available in the following Texas cities: Austin, San Antonio, Dallas, San Marcos, Waco, Corpus Christi, Midland and Odessa.

RCN provides TV, Internet and phone services for residents in New York City, Boston, Chicago, Washington, D.C., Philadelphia and Pennsylvania's Lehigh Valley.