Netflix is talking with U.S. cable-television operators to add its application to their set-top boxes, Bloomberg reports.
That would allow customers to search for Netflix’s streaming shows and movies along with their searches for traditional TV programming, the story says.
Netflix has reportedly talked with Comcast and Time Warner Cable, among others. But talks are farther along with smaller cable operators that use TiVo’s set-top boxes, the piece notes. Any deals are weeks to months from being announced.
"The talks suggest cable operators increasingly see Netflix’s $7.99 monthly service as a tool to attract and retain customers, rather than a threat that will lead to cord-cutting. Integration with cable service would let viewers find and watch shows without switching inputs, and may help cable operators promote their own on-demand offerings," the story reports.