| Set On Stun |

Okay so it’s not the instant cue nirvana that Microsoft scored when they paired up with Netflix but it’s at least something right. That must be what the folks over at Sony must have thought when they worked out this deal. No idea what I’m talking about? Here’s the backstory …

Netflix not only has a basic DVD mail-rental service but also has an instant watch feature which lets you watch this ginormous library of somewhat recent, old and obscure films on your computer or with the use of a peripheral device that you can hook up to your TV. Last year, as part of the reboot of the the Xbox 360’s GUI, Microsoft teamed up with Netflix and came up with a way to take that instant cue and make it accessible through the 360 console. So basically anyone with an xbox 360, a live account and Netflix membership can now watch all the instant movies in their cue, using their console. This year they plan to amp this setup even more by allowing XBL members to watch movies together. Up until now Sony and Nintendo had nothing comparable and Microsoft basically gave their console a perk that’s hard to beat if you love movies.

Now comes word that Sony has jumped on the bandwagon and at first, this sounds fantastic for PS3 owners … That is until you find our that it won’t actually be available for the PS3. (cue wah wah noise)

What will be available is software for several Sony televisions  (this fall) which will allow some of their more pricey Bravia TVs ( XBR9, Z5100 and W5100) to stream Netflix. For the other Sony HDTVs you can buy a $200 internet link. Either way it’s a costly way to get movies to your TV.

As to why Sony didn’t just bother to mirror Microsoft’s idea is unknown. There could be a variety of reasons, none of which they’re offering. And while it may seem like a great idea to build in this feature to their TVs there is one glaring problem. For just $99 you can buy a Roku desk-set player and you can use it on the TV you have now. Why then would you buy a new TV to stream Netflix?

So you see as a marketing idea — this totally blows. Apologies to all the PS3 owners out there and to Sony perhaps next time you should think out your plan a little more effectively.

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