Netflix announced today along with LG that they will begin offering straight to TV service in the second half of ‘08. The service will cost $12 per month for 2 or 3 titles at a time and the required set top box will cost $100. Netflix currently owns 71% of the DVD by mail rental market. This service will compete with Amazon and TiVo’s Unbox service which has been available since last March. TiVo and Amazon have an edge though because clearly the TiVo box does more than just receive movies over the Internet. No word on additional features of the Netflix equipment.