ABC logoSince Netflix announced it was coming to the U.K. and Ireland back in October 2010, Lovefilm has been doing its best to fend off the competition. It has announced four new deals with Warner Brothers, Sony Pictures, the BBC and ITV in the last three months, and today it has struck a deal with Disney U.K. to bring ABC shows to its service.

The deal with give British subscribers access to shows such as Desperate Housewives, Grey's Anatomy, and Lost. They will be launched as full seasons — not just single episodes — and will be available to stream after they've made their first run on a U.K. TV channel.

And if you missed a season that has already aired on British TV, you'll be pleased to hear Lovefilm is offering previous seasons of selected shows before the next season hits U.K. television, allowing you to catch up with all that you've missed.

Simon Calver, CEO of Lovefilm, said that the new deal provides subscribers with some of the best American television ever produced:

"LOVEFiLM members want top class TV shows, as well as movies, to watch instantly as part of their subscription. Today's deal with Disney brings them access to some of the best American TV content ever produced. LOVEFiLM's unique combination of world class movies and TV shows ensures that LOVEFiLM is the first and only port of call for those who want subscription entertainment on demand."

Its new deals aren't the only move Lovefilm is making to stay ahead of Netflix, which launched in the U.K. last week. It has also introduced a new streaming-only subscription package that provides access to Lovefilm Instant for just £4.99 (approx. $7.64) per month — one pound less than a Netflix subscription.

But is it too little too late for Amazon's service? It is still yet to provide access to streaming for those using iPhone, Android, or Windows Phone devices. In fact, the only mobile device you can use Lovefilm on is the iPad. Furthermore, Lovefilm requires you to pay an additional rental fee on top of your subscription to watch certain movies, especially those that were only recently released.

Despite this, Lovefilm still provides more content than Netflix at this point, and has a greater selection of recent movies (even if you do have to pay extra for them). If you're a Lovefilm subscriber, these new deals and improvements are fantastic news, and I'm sure there will be more to come over the next few months.

Are you pleased ABC TV shows are coming to Lovefilm?

[via The Next Web]