Netflix CEO Reed Hastings is reportedly in talks with cable companies to add Netflix as an on-demand option for cable subscribers, effectively allowing customers to add Netflix to their cable bill.

The partnership would eliminate the need for extra hardware—an Xbox 360, PS3, etc.—as cable set-top boxes would come equipped with Netflix from the get-go.

For Netflix, the move is two-fold. It opens the door for it to one day compete with HBO as a premium network, as well as nip immediate competition in the bud—cable companies have already begun to explore on-demand services such as Comcast’s just-launched Streampix and Verizon’s looming joint venture with Redbox.

[via Mashable via Reuters]