Numerous reports say Netflix has crossed the pond to clank swords with the embedded Amazon LoveFilm and BSkyB to offer streaming video to U.K. subscribers. It looks to be competing on price, charging an introductory $9.25 a month (compared to Amazon’s  $15.40 a month). Netflix also is entering Ireland, where there is no Amazon.

Amazon immediately lunged back, cutting its price to $7.70 per month for unlimited U.K. streaming, but no one knows how long this offer will last.

According to Mashable, users will be able to stream content to a PC, smart TV, tablet, smartphone or Blu-ray player. They also can get personalized recommendations as well as Facebook-based viewing suggestions.

The one advantage Amazon has right now over Netflix is the DVD-by-mail service, which Netflix offers in North America but will not be offering in the U.K. In another pre-emptive move made two days ago, Amazon signed a contract with BBC Worldwide and iTV to allow LoveFilm subscribers in the U.K. to streaming content from those two providers on their home devices plus to the iPad, Xbox and Playstation.

In separate but related news, TiVo announced at CES today some new software for its TiVo Premiere DVR platform. The changes include a new HD guide, better search, a new information banner (previously the Channel Banner), a mini guide and multiple tuner icons. Users also will be able to stream shows between multiple TiVo Premiere DVRs in the home.?
As a bonus, the TiVo App is now available on Android phones and selected tablets, including the Amazon Kindle Fire.

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