Streaming media provider Vudu has announced a partnership with LG to embed its service with several connected HDTVs starting next month. The announcement marks a turning point for the two-year-old service, which up until recently required a proprietary set-top box to deliver videos, and follows similar moves by Netflix and Amazon who are also busy getting their movie services into a number of consumer electronics devices.

Vudu’s on-demand service will appear on LG's NetCast TVs, comprising the LH50 LCDs and the PS80 plasmas, and will allow customers to instantly buy or rent from the company’s 14,000-plus standard and HD video library with no monthly fees. The company claims that the embedded version of its video client will offer the same features and performance as the BX100, without the extra clutter. Their standalone set-top box will still be available through outlets like Best Buy, though.

LG’s NetCast Entertainment Access service also offers content from CinemaNow, YouTube, and Netflix, in addition to Yahoo! TV Widgets and now Vudu.