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Netflix is a now a crucial ally in the console war. In 2008, the company partnered with Microsoft to deliver instant streaming access to the movie and TV content to Xbox 360 owners via Xbox Live.
Now, the company has allied with Sony to deliver the same functionality via Blu-ray disc BD-Live functionality.
Both hardware makers are aiming to provide the best entertainment services to keep consoles on in-between game sessions.
A Netflix alliance is a particular win for Sony in that the service compliments its current Blu-ray disc playback functionality. Consumers can purchase Blu-ray titles for new HD releases or boot Netflix to watch classic movies and TV episodes. The result is a digital and physical HD media combination that the Xbox 360 can't provide.
Microsoft reiterated this month that it will not provide Blu-ray accessories to the Xbox 360, though it may for PC. It previously sold Toshiba Corp.'s now obsolete HD DVD technology.
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