According to The New York Times, popular online DVD movie delivery service Netflix is partnering with electronics manufacturer LG to deliver movies directly to the television, making it possible for the company to eventually discontinue traditional postal delivery to some customers.

“We want to be integrated on every Internet-connected device, game system, high-definition DVD player and dedicated Internet set-top box,” Reed Hastings, chief executive of Netflix told The Times. “Eventually, as TVs have wireless connectivity built into them, we’ll integrate right into the television.”

Of course, Netflix will have some stiff competition from others. Apple TV—in use daily in the offices of The Content Wrangler—is one likely competitor. Although Apple TV has yet to be adopted widely, it may find hordes of new customers as Apple expands its multimedia entertainment offerings. Only time will tell.