Netflix gets another hardware device that supports their on demand video service. The Roku Netflix player was launched in May. Now LG announced the LG BD300 Blu-ray player with Netflix movie streaming capability.

Available this fall, the LG BD300 Network Blu-ray Disc Player will play high definition Blu-ray discs, up-convert standard DVDs to 1080p and allow Netflix subscribers to instantly stream more than 12,000 choices of movies and TV episodes from Netflix to the TV for no additional charge.
Instantly streaming content from Netflix to the TV via the LG BD300 Network Blu-ray Disc Player will rely on a wired broadband connection and Queue-based user interface. Netflix members will use the Netflix Web site to add movies and TV episodes to their individual instant Queues. Those choices will automatically be displayed on members' TVs and available to watch instantly through the LG player. Once selected, movies will begin playing in as little as 30 seconds. With the BD300's accompanying remote control, Netflix members will be able to browse and make selections right on the TV screen and also have the ability to read synopses and rate movies. In addition, they will have the option of fast-forwarding and rewinding the video stream.

The new LG BD300 will support the BD Live feature. There is no pricing information available yet on the LG BD300. The Roku Netflix box sells for $99.99. Depending on how aggressive LG wants to market this Blu-ray player, I could imagine that LG is offering the player at the same price as other vendors offer their standard Blu-ray players.