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Sainsbury’s partners with Rovi to launch on-demand video service

The burgeoning video steaming market has welcomed another player this week, but perhaps from a less likely source.

Sainsbury’s is putting its groceries to one side to continue expanding its entertainment services, and a link-up with industry specialists Rovi Corporation will see an on-demand TV and film service launched “later this year”. The addition of digital video content adds to the music and eBook range that already resides in Sainsbury’s entertainment library.

The platform, set to challenge market leaders like Netflix and LoveFilm, promises an “extensive” TV and film catalogue, including new releases “often on the same day they are available on DVD and Blu-ray Disc.” The service will initially be available online at Sainsbury’s Entertainment, before spreading its wings to Smart TVs, game consoles, and smartphones.

Luke Jensen, group development director at Sainsbury's, described the partnership with Rovi as “a natural choice”, adding, “On demand streaming video is an exciting addition to our existing online offerings, and supports our customers as they progress from consuming content on physical disc to accessing their favourite entertainment on a range of devices, where and when they choose."

An even bigger link-up came Rovi’s way earlier this month, when it signed a patent agreement with Google for its technology to be used in the web giant’s eagerly anticipated Google Fiber service.

As for the Sainsbury’s launch, there’s no news on subscription fees or release dates yet, so stay locked into ITProPortal for more on that as it arrives.