So much for the CES rumor mill. Netflix is beating them to the punch.

According to a story in Home Media Magazine, Netflix is taking it to the next level. The online rental pioneer will, later this year, be bringing its movies directly to your television with their new set-top boxes. The devices will be manufactured by LG Electronics and will supposedly retail for $799. Similar services are currently offered by Apple, Vudu and Akimbo, and retail for only $299.

Netflix already streams movies and TV shows to personal computers for its 7 million subscribers, but they're reaching out even further now.

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"It's going to be very slick and easy," said Netflix CEO Reed Hastings, in a statement. "We want the TV experience to be very relaxing and not like visiting a Web site."

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