Electronics giant Sony has announced that Netflix streaming will be coming its online-enabled Bravia televisions. The move marks the latest in a wave of agreements that open up Netflix's streaming video capabilities to a number of devices, including Blu-ray players and dedicated set-top boxes from TiVo, Roku, LG, Samsung and the Xbox 360 via the Xbox Live service.

Beginning this fall, Bravia owners will be able to access more than 12,000 movies and TV episodes streamed from Netflix through their Internet-ready HDTVs or earlier models connected to Sony's Bravia Internet video link module. Access requires a subscription, of course, with prices starting at $8.99 a month. In addition to Netflix, Bravia TVs currently support access to content from Amazon Video-on-Demand, YouTube, CBS, and a variety of other online video providers.

Notably omitted from Netflix’s deal with Sony is the PlayStation 3 gaming console, so users will have to stick with third-party support via PlayOn. It’s possible that the terms of Netflix’s deal with Microsoft prohibit the company from offering the service through other game consoles, or perhaps Sony just wants to keep video distribution to the PlayStation 3 in-house.