I think its safe to say that the gloves have come off in the battle for UK Streaming Services domination.
First, Lovefilm have brought Google keyword search terms for "Netflix", following on from their deal with Warner Brothers, as the Amazon-owned business prepares for the arrival of Netflix to the UK.
As for Filmflex (who supply movies for Virgin Media's VoD service), they've done a deal to supply movies for HMVs new movie site and they have a message for Netflix: "Bring it On!"
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