November 25, 2008, 12:00 AM

Netflix has its i on Apple fans

The online rental behemoth is now integrated with i.TV, a downloadable mobile application that offers iPhone and iPod touch users a guide to film and television.

Katie Evans

Managing Editor, International Research

Netflix is going i. The top online movie rental site has partnered with i.TV to provide a mobile web experience customized for the iPhone and iPod touch.

A downloadable mobile application, i.TV offers iPhone and iPod touch users a guide to film and television, with a massive database of information and reviews. It also enables community, allowing users who have downloaded i.TV onto their Apple devices and created profiles to share their reviews of movies and TV programs.

Netflix is now an integrated part of i.TV. Users click on Netflix within the application, which is linked to the Internet, and can search, browse and select movies through a richer interface than that afforded via the m-commerce web site Netflix.com/Mobile.

“Many i.TV users are already Netflix customers,” says Brad Pelo, i.TV founder and CEO. “This integration is the first of several major third-party integrations that will be announced through the end of this year and into 2009.”

Netflix is No. 17 in the Internet Retailer Top 500 Guide.

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