KOLKATA: While Netflix has been the catalyst that changed the way the world consumed linear TV, it is reportedly testing its first programming channel – Netflix Direct. The channel will be exclusively available to subscribers of the regular Netflix streaming service and will get a trial run in France, for the time-being.

The channel will offer a pre-programmed feed of French, international and US feature films and TV series and will only be accessible through the web browser, not on any apps or streaming devices. And in a move that is totally unlike Netflix, viewers can watch the content in real-time only, without an option to rewind.

The reasoning behind the launch is that in France, one of the most important markets for the streaming giant, traditional TV consumption is very high. Many people prefer the convenience of not having to spend time on content discovery.

“If you’re lacking inspiration or using Netflix for the first time, you can let yourself be carried away without having to choose a particular title, and be surprised by the diversity of the Netflix catalogue,” the company commented as per media reports.

The test channel had a soft launch on 5 November and will be more widely available in France by early December, Netflix added.

Direct will have curated shows based only on popular choice rather than personal preferences. It could be a great marketing initiative to lure customers to the service who are not certain about streaming yet.

Earlier in this year, there were talks about Amazon Prime Video adding linear TV channels to bolster its video service.