LoveFilm, Amazon's TV and movie streaming service, has launched HD streaming, giving all of its members high definition viewing.
The functionality, which launches today in the UK, allows its members to stream films and TV programmes in full 1080p via PC or Mac, and Xbox 360, Samsung and LG connected TVs in 720p.
The company has also announced an expansion in its catalogue of films over the next few months.
Jim Buckle, MD of LOVEFiLM, called the introduction of full HD a "milestone in delivering our members the best possible service with exceptional value.”
Best service? If so then content providers have some way to go. As we discovered earlier this year the vast majority of films in the IMDb top 50 were missing from LoveFilm's available titles. For more details, and a list of LoveFilm's subscription packages, see our feature Netflix UK vs LoveFilm.
Not everyone will be able to enjoy the glory that is HD. Films and programmes will stream automatically at the highest res possible, but you'll need the bandwidth to support it. Members will require a minimum internet connection of 4mbps for 720p streaming, while only those with connections of 12mbps or higher will enjoy full 1080p.