Looking to extend its Internet movie streaming feature, which can only be accessed through a PC, online video-rental service Netflix is developing a set-top box in partnership with LG that would purportedly allow subscribers to stream in movies for viewing on their television.

The online TV streaming feature would reportedly be included in all of Netflix’s various price plans at no extra charge. Pricing on the LG device has yet to be disclosed, but sources tell that LG could integrate the Netflix service into a future version of its dual-mode HD DVD/Blu-ray DVD player, which sells for $799. This is a necessary progression for Netflix beyond its mail-by-DVD service, but $799 sounds way too high, especially considering it doesn’t yet stream in high definition.

Other players in this increasingly crowded but still somewhat confusing market include Vudu, which offers a set-top box for $399 that lets consumers buy or rent movies from a selection of about 5,000 titles; and Apple, which offers the Apple TV for $299 and is expected to announce an online movie rental service later this month.