Not many more details were given, but this is certainly a curious pursuit for a number of reasons. First off, Netflix doesn’t have enough original programming to fill an afternoon, let alone a 24/7 channel. Further, if they were to fill it with licensed content, similar to their current streaming offerings, they would have to rework all those agreements, as they now don’t grant permission for cable broadcast.

Secondly, if the station was to rework those licenses, or even pursue any aspect of this endeavor, it could further alienate subscribers to Netflix Instant, who are largely using Netflix so they can cut out the high fees of cable subscription.

It shouldn’t happen for a while, as this pursuit is in its infancy, but it clearly demonstrates that the company wants like hell to get away from their original business model of sending DVDs through the mail.

Strange times, Netflix subscribers. Strange times indeed.

The plan was to dedicate the Netflix name and site to streaming only, while people renting DVDs through the mail would be going through the new Qwikster site. Presumably this was done in an effort to justify Netflix’ recent and wildly unpopular rate hike by presenting the two services as completely distinct. While that’s a sort-of-okay idea on paper, the fact remains that people didn’t think that giving them two accounts to manage on top of a rate hike was all that awesome of an apology.

Which is funny, because Netflix should be pretty awesome at apologies by now. Netflix CEO Reed Hastings, who is probably wondering what the hell the point of it all is anymore, sent out this statement:

It is clear that for many of our members two websites would make things more difficult, so we are going to keep Netflix as one place to go for streaming and DVDs. This means no change: one website, one account, one password… in other words, no Qwikster.

Netflix: the Ike Turner of the entertainment industry.