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Supermarket giant Sainsbury's has announced plans to launch a broadband-based digital video service in the UK.

The firm has licensed Rovi Corporation to power the service, which is expected to launch later in 2012 to challenge the likes of LOVEFiLM.

Subscribers will be able to watch video on-demand and digital copies of major studio film and television titles via a range of devices.

New releases will become available over the platform often on the same day they are released in-store on DVD and Blu-ray disc.

This means consumers will have the opportunity to watch them without leaving the comfort of their own homes.

The service will initially be available online at Sainsbury's Entertainment and then expand to offer access through a range of internet-connected devices.

These are likely to include smart TVs, Blu-ray disc players, smartphones and connected game consoles.

Luke Jensen, Group Development Director at Sainsbury's, described on-demand video as "an exciting addition" to the firm's existing online offerings.

"[It] supports our customers as they progress from consuming content on physical disc to accessing their favourite entertainment on a range of devices, where and when they choose," he stated.

David Cook, Senior Vice-President of Sales and Marketing, and General Manager of Rovi Entertainment Store, described Sainsbury's as "an ideal company to collaborate with".

"It has the marketing acumen, as well as the consumer reach and loyalty needed to be successful," he stated.

Mr Cook suggested that the partnership will help introduce new consumers to "the convenience, quality, and flexibility of online video entertainment".

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