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Forget Hulu and Netflix. The big over-the-top video players cold turn out to be retailers and TV set-makers. Three months after Wal-Mart acquired Vudu in a bid to create a virtual video service provider, Sears has now countered with a deal with Sonic Solutions to embed Sonic’s streaming platform in TVs sold through Sears and Kmart stores. Meanwhile, Sony is looking beyond Google TV for its connected devices, planning to develop it’s own ad sales, subscription service and pay-per-view platform for its web-enabled TVs.