Lovefilm extends its Internet-connected reach with support for Oregan's TV-friendly browser

Lovefilm, the so-called ‘Netflix of Europe’, is continuing its expansion to Internet-connected televisions. The company, which was recently fully acquired by Amazon, is partnering with Oregan Networks, makers of the TV-friendly web browser Onyx.

This will see the streaming component of Lovefilm’s offering – WatchNow – extend to new Internet-connected devices in the living room, including Cello iViewer televisions and Digital Stream DPS-1000 set-top boxes, made possible, says the company because of Oregan’s support for open standards in media delivery. The WatchNow app for Onyx-powered devices will come pre-installed on new TVs and STBs, as well as offered as a a remote upgrade to existing devices in circulation.

The Oregan partnership builds on Lovefilm’s digital strategy as it, like Netflix in the States, slowly begins to wean itself off the DVD in the post model that it’s founded on. The WatchNow feature is already supported on Sony’s PlayStation 3, along with Sony BRAVIA and Samsung TVs.

This, together with Onyx support, is in part made possible through a technology partnership that Lovefilm signed back in July last year with Widevine. The deal saw the US-based company become Lovefilm’s “preferred provider of digital rights management and video optimisation solutions.”