The newly launched personalized TV service, ZillionTV has started providing a media device and online service for beta testing. ZillionTV, the privately held company, has reported that five major Hollywood studios have agreed to provide content to its newly launched service.

ZillionTV has stated that the five Hollywood studios that will provide content for the service include Walt Disney Co., General Electric Co's NBC Universal, News Corp's Twentieth Century Fox, Time Warner Inc's Warner Bros, and Sony Corp. These are all stakeholders in ZillionTV, along with Visa Inc.

ZillionTV’s media device called Z-bar will stream movies and TV shows on the Web, but it will not have HDD. Similar to Roku player, the Z-bar will offer its own service content rather than fetching content from Netflix or Amazon's online video services. 

ZillionTV, which will provide on-demand content to TV through a common high-speed Internet connection, will compete with the already established players, like Apple and Netflix in the online video market.

Currently in beta testing, ZillionTV will let the users rent or purchase films or ad-supported content. It will allow viewers to personalize advertising categories and then put in commercials into programs based on user preferences. The users will be able to purchase items from a store operated by ZillionTV. The service aims to make 15,000 titles available in the United States by year-end.

To access the ZillionTV service, the viewers will just have to pay a one-time fee of less than $100. It will also be an option for Internet providers.

Mitchell Berman, CEO, ZillionTV Corporation, has said, “ZillionTV is building a new television ecosystem grounded in partnerships spanning from powerhouse TV networks and Hollywood studios, to Visa and major advertisers. At the same time, we have built a business model where all parties benefit – consumers can access an expansive collection of entertainment when and how they want; content providers gain a new digital distribution platform; and, advertisers get closer to engaged viewers by providing relevant and addressable TV advertising.”