Best Buy is reportedly partnering with Sonic Solutions to offer customers a streaming service that provides on-demand access to movies and TV shows. Best Buy will implement Sonic's Roxio CinemaNow technology in various devices sold at its stores, including TVs, portable media players, computers, mobile phones and more, from a number of manufacturers.

Best Buy has signed a multiyear pact to license Roxio CinemaNow, and under the terms of that agreement, the company has been granted permission to purchase an undisclosed number of Sonic Solutions' common stock. Best Buy's new service will allow customers to buy, rent and download new movies, independent films, and older catalog movies along with TV shows. Some new flicks will be made available simultaneously with DVD releases.

Best Buy's announcement comes at the same time as emerging reports of Apple's interest in an iTunes TV subscription service. Will the next year or two bring great change in the way premium video content is delivered?