Netflix, Roku unveil $99 TV set-top box

Nope, you're not seeing things. The long-awaited (and relatively cheap) set-top player for Netflix has finally arrived, allowing subscribers to watch thousands of movies instantly on their TVs—for free. No, we're not talking HD quality here, but the price sure is right.

Netflix has been teasing us with the possibility of a Net-connected set-top box for years, so it's something of a shock to see the thing finally materialize. And while the Netflix Player (built by streaming set-top box maker Roku) is, indeed, a few years late to the party—the Xbox Video Marketplace, Apple TV, and Vudu have all been with us for some time now—the movies-by-mail giant has taken a somewhat different tack, releasing an inexpensive, sub-$100 device that delivers movies free to subscribers.

CNET has a lengthy review of the player, which connects to your home network via Ethernet or Wi-Fi and includes HDMI, component, digital audio and analog stereo sound outputs.

The player itself is somewhat smaller than Apple TV and Vudu—it's about the size of a cable modem, according to CNET—and once connected, it lets you browse Netflix's collection of 10,000-odd "WatchNow" movies and TV shows. As CNET notes, the selection is something of a mixed bag: popular titles like "Blade Runner," "30 Rock," and "Heroes" are well-represented, along with such grade-Z movies as "Man with the Screaming Brain," so make sure to check out the selection before plunking down your $100.

Movies began playing within a minute or so of pressing play, according to CNET, although reviewers added that the box won't play HD movies—indeed, it only outputs a 480i signal that, while looking OK on a smallish TV set, doesn't look "terribly good" either, especially compared to a decently engineered DVD. (Apple TV, Xbox Live, and Vudu are all capable of playing HD video.)

The review also complained that some widescreen movies are only presented in the boxy 4:3 aspect ratio, something I've noticed when viewing Netflix movies on my PC. That might not make much of a difference when watching dramas like "Dangerous Beauty," but the 2.35:1 "2010: The Year We Make Contact" looked pretty bad in the 4:3 ratio.

Here's the thing, though—the Netflix Player is just $99, and if you're subscribed to the $8.99/month player or higher, all the movies are free. Now that's a pricing model that Netflix's competitors should take a cold, hard look at.

Also, keep in mind that more Netflix-enabled devices (from the likes of LG and others) are coming, so expect pricier—and higher-quality—options in the coming months.

So, what do you think? Interested in picking up a relatively cheap Netflix box, even if the video quality is only so-so?