December 1, 2010, 3:27 PM

Blockbuster’s On Demand service is now on more than 100 devices

The online video service is built into dozens of Blu-ray players, TVs, DVRs and smartphones.

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Blockbuster Inc.’s On Demand video content service is now embedded on more than 100 devices, including Blu-ray players, televisions, smartphones, digital video recorders and digital media adapters.

The beleaguered movie rental retailer, which filed for bankruptcy in September, continues to add device manufacturer partners as it strives to keep up with the latest video streaming initiatives from Netflix and new competitors including Sears Holdings Corp. and Best Buy Co. Blockbuster No. 34 in the Internet Retailer Top 500 Guide, Sears is No. 8, Best Buy No. 10, and Netflix No. 14.

Device manufacturers that added the technology to access the service during November include a tablet computer, Blu-ray players, home theater systems and smartphones from Samsung, a TV and Internet media player from Western Digital Corp., and Blu-ray players from Funai Corp., Memorex, Oppo Digital Inc., and Toshiba. Blockbuster

“Making our service available on more than 100 devices means we’re bringing Blockbuster On Demand into more living rooms and to more on-the-go viewers this year, providing our customers with the ability to watch new movies anywhere and any way they want,” says Bruce Anderson, Blockbuster On Demand’s senior vice president and general manager. “The addition of these devices and our growing list of partners is an example of the confidence these consumer electronics manufacturers find in the Blockbuster On Demand service.”

Blockbuster On Demand enables consumers to find and watch new movies on the same day they become available on DVD or Blu-ray, as well as older movies and TV programs, without monthly fees. The service also is available on PCs and laptops and consumers can rent or buy movies on one device, such as a smartphone, and watch it another, such as a TV or Blu-ray player.

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