LoveFilm's TV revolution as it launches preemptive strike on US rival
Updated: 22:00 BST, 6 January 2012 LoveFilm has launched a preemptive strike on its US rival Netflix, inking two major deals with the BBC and ITV.
The deals come just days before the American interloper will make its first foray into the British market.
Netflix is set to launch a service similar to LoveFilm's across the UK and Ireland on Monday.
Preemptive strike: LoveFilm customers will be able to web-stream TV favourites, including the back catalogue of Doctor http://lostfilm.hd-lostfilm.art Who and Secret Diary of a Call Girl LoveFilm customers will be able to web-stream TV favourites, including the back catalogue of Doctor Who and Secret Diary of a Call Girl - starring Billie Piper, pictured, from the BBC and ITV 's vast archives.
More... LoveFilm chief executive Simon Calver said he was ‘thrilled' to be bringing together the film subscription business with great British TV content.
Netflix struck a similar deal with the BBC last month and are believed to be in talks with ITV for a similar deal.
The arrival of Netflix will see British-born Lovefilm forced to compete on home soil in the lucrative streaming market for the first time.