Netflix will now be available on Internet connected Sony Bravia TVs.

JULY 10, 2009 • Sony Electronics has partnered with Netflix where unlimited subscribers of the latter can stream more than 12,000 films and TV shows on Internet-capable Bravia televisions this fall. The agreement does not extend to PlayStation 3s, for now.

Impact: The Netflix partnership with the Xbox 360 has been surprisingly compelling.  However, we wonder how long the uniqueness of the relationship will last.  The idea of streaming video rentals on a TV set is still fairly unique in 2009.  In the next few years, we see all kinds of platforms that will allow for this type of streaming.  Thus exclusive deals like Netflix has with the Xbox 360 are probably doomed to soon be an outdated relic.