Blockbuster Changes Its Mind: To Roll Out Set-Top Box For Holiday Rush

This story was written by Tameka Kee.
AppleTV, *Netflix* flicks on Xbox 360, and now ... a set-top box from Blockbuster? Consumers can expect one this holiday season, according to Jim Keyes, Blockbuster's CEO and Chairman. The company plans to roll out a unit that will deliver movies on demand from its Movielink download service. Keyes made the announcement during an investor call this week, Home Media Magazine reports, though he didn't offer any details about the manufacturer, pricing or availability. It's a complete about-face from what he told us back in August: namely, that Blockbuster (NYSE: BBI) felt no urgency to launch its own set-top box any time soon. Perhaps the continued success of rival Netflix (NSDQ: NFLX) sparked the change of heartafter all, Netflix had a stellar Q3 (in contrast to Blockbuster's lackluster performance), and continues to broker content distribution deals with new partners like *TiVo* and *Apple *. 

By Tameka Kee