Netflix Continues to Expand

The past few days in news have been good for Netflix, which continues to grow its original content and may soon be streamed via an app on set-top TV boxes.

Netflix announced on Monday that it has ordered its next original series, consisting of 13 episodes by the creators of "Damages" and produced by Sony Pictures Television. The currently untitled series is a psychological thriller that follows a group of adult siblings whose secrets come to light after their outsider brother returns to their lives.

In a statement, the three "Damages" creators said, "We are absolutely thrilled to be creating an original series for Netflix -- a company committed to cutting-edge storytelling in a vibrant, new space. We're equally excited about our relationship with Sony Pictures TV, which continues to provide us with unwavering creative support. We've always wanted to put our spin on a family saga and examine universal themes of family in a way that has never been seen before on television. The series is a tightly wound thriller that explores the complex bonds between parents and children, brothers and sisters, and the rivalries, jealousies, and betrayals at the core of every family."

In addition to adding a new original program to its lineup, Netflix is in early talks with several U.S. cable TV providers, including Comcast, to offer its application right through the cable box. Customers would be able to browse the queue and choose programs to watch on Netflix, alongside the traditional TV channel offerings. Netflix has a similar deal with U.K. cable company, Virgin Media Inc.

Currently, viewers can only view Netflix on their TVs through the Internet, or by switching TV inputs to access the streaming content via a game console or web boxes like the Apple TV box.

The Wall Street Journal was the first to report the news. In the article, Shalini Ramachandran writes that there are some tricky elements to hash out before Netflix can get its wishes.

"A hangup in the talks with at least two operators is that Netflix is insisting that they also take on its special technology designed to improve the delivery of its streaming video, people familiar with the matter say," Ramachandran wrote. "The technology is part of its Open Connect program and consists of special servers Netflix wants to connect directly into broadband providers' networks. Netflix believes the technology is critical to make sure its service provides the best quality to viewers, the people say."