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Dubbed ‘Biddle' (i.e. for business middleware), the disc players can bypass cable and satellite companies as providers of HD content. But executives of Dreamer the firm which developed Biddle say they are pitching the interactive platform to domestic cable operators.

"We want to be a service provider to content creators, distributors, retailers and other consumer electronics companies", said Jim Braun, president and CEO of Namsung America.

With this technology, Blu-ray players would be more than just one-function boxes, according to the report.
In other words as a networked technology, the consumer hardware could deliver tailored advertising, measure the number of viewers of content and ads and refresh content such as DVDs after consumer purchases.

And unlike other online applications like Microsoft TV, the content delivered via Biddle can be manipulated with a remote control, rather than a keyboard.