When you think of press conferences at the annual Consumer Electronics Show, you likely think of big tech companies like Samsung, LG and Sony. Well press day was yesterday so all those events are now old news, though the products unveiled during those big events will be the talk of the town for days to come — for highlights from the most action-packed event among the big three, check out the five coolest things Samsung unveiled at CES 2016.

Now, it’s time for a different kind of event. This year’s big opening-day keynote at CES 2016 will feature Reed Hastings, CEO of Netflix, and you won’t want to miss it.

MUST SEE: This is the Netflix hack the world has been waiting for

Netflix is a perfect example of everything a technology company should strive to be. The company’s core product filled a big gap in a key market, providing a high-quality service at a very reasonable price. As Netflix began to find success, it didn’t hesitate to make big investments aimed at meaningfully broadening its catalog and then at creating original content to add even more value for subscribers.

What does the future hold for Netflix and its customers? We’re not sure how deep CEO Reed Hastings plans to go down the rabbit hole, but Netflix’s CES 2016 keynote is scheduled to begin at 12:00 p.m. EST / 9:00 a.m. PST and you can watch live streaming video of the event right here on Netflix’s site.

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