Netflix Inc., the U.S. online movie rental service, says it is selling a device that allows subscribers to stream movies and TV shows from a digital library.

The Netflix Player by Roku enables Netflix subscribers to instantly stream movies and TV episodes from Netflix directly to their television sets via the Internet.

Priced at $99.99, the player is available for purchase at http://www.roku.com/netflixplayer.

Netflix and Roku said the player is simple to install and to use, and gives Netflix members instant access to more than 10,000 movies and TV episodes.

The key breakthroughs of The Netflix Player by Roku are simplicity and cost, Reed Hastings, chairman and CEO of Netflix, said in a statement. First, it allows consumers to use the full power of the Netflix Web site to choose movies for their instant Queue, and then automatically displays only those choices on the TV screen. That's a major improvement versus the clutter of trying to choose from 10,000 films on the TV. Second, there are no extra charges and no viewing restrictions. For a one-time purchase of $99, Netflix members can watch as much as they want and as often as they want without paying more or impacting the number of DVDs they receive.

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