There’s a whole lot of money to be made in streaming content to computers and mobile devices, and big media companies have no intention of letting Netflix and Amazon dominate the market without a fight. Companies from HBO and Showtime to Hulu and Verizon have all launched subscription streaming services in an effort to chase cord cutters and “cord nevers” who don’t pay for cable or satellite television service, and the streaming market is expected to continue to grow in the coming years.

Now, Time Warner has tossed its hat into the ring in announcing a new streaming service of its own. While the media giant’s plan certainly seems interesting, its new service isn’t likely to keep any Netflix executives up at night.

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Time Warner on Tuesday announced an upcoming new movie streaming service called FilmStruck, which will debut later this year. In partnership with the Criterion Collection, Time Warner-owned Turner Classic Movies will offer on demand streaming access to indie films as well as Criterion’s library of movies.

In other words, it’s a niche play that isn’t a rival to mainstays like Netflix, Amazon and Hulu at all.

“It’s tailor-made for the diehard movie enthusiast who craves a deep, intimate experience with independent, foreign, and art house films,” Turner CEO John Martin said of FilmStruck in a statement. “And it takes advantage of TCM’s powerful curation capabilities, as well as its proven track record in building a long-term relationship with passionate film fans.”

The new service will be the exclusive home to Criterion Collection content when it launches sometime this fall. Pricing hasn’t yet been announced.

Zach Epstein has worked in and around ICT for more than 15 years, first in marketing and business development with two private telcos, then as a writer and editor covering business news, consumer electronics and telecommunications. Zach’s work has been quoted by countless top news publications in the US and around the world. He was also recently named one of the world's top-10 “power mobile influencers” by Forbes, as well as one of Inc. Magazine's top-30 Internet of Things experts.