Sainsbury's is set to launch its own video streaming and download service later this year following a deal made with digital distribution expert, Rovi.
The new service will be part of the existing Sainsbury's Entertainment division, which through its website, http://www.sainsburysentertainment.co.uk/, already offers music, films, games and books to buy in a physical format, as well as an mp3 download service.
Details on exactly what the store will offer are limited at the moment with no prices or names of partner studios yet announced. But, it has been confirmed that along with a direct website based interface, the service will also expand to offer access through Smart TVs, set-top boxes, mobile apps and games consoles.
Rovi is a well known player in this sector with it powering many such branded video services, including that offered by Dixons. It also already has many partnerships with well known consumer electronics brands and has long standing deals with most major movie studios, so there shouldn't be any technical reasons why Sainsbury's offering won't be reasonably compelling.
There's no word yet on exactly when the service will launch but keep your eyes peeled during Q4 for further announcements.