Today, Plex requires that you have a Mac connected to your TV. As sexy as they are, a Mac Mini is $699. And let’s face it, you probably have a few televisions, so it becomes an expensive proposition to Plex-ify your house, especially now that you can stream your library all over with Plex/Nine. Of course, on the flip side, a Mac Mini is a powerful computer that can be used for other meaningful tasks like 3D modeling, genome sequencing, or World of Warcraft.

Another approach is something like the Boxee Box. It’s $199, which is much better, but still prohibitive for many, and it’s completely specialized. No way you could send your kid off to college with a Boxee Box, although you have to admit, it would probably help his or her social life. Additionally, releasing a custom piece of hardware is not a trivial endeavor, if we even wanted to attempt such a thing. Embedded systems are hard, and the XBMC codebase from which Plex and Boxee are both derived is a large and complex one. And really, at the end of the day, do you want yet another specialized box sitting by your TV?

Even if you get the design right, you have to be able to price it appropriately. With not outrageously different hardware from Boxee, the new Apple TV is half the price. Apple also has a two-fold advantage over Boxee: They are going to be selling their Apple TV in much higher volume (which means lower cost to produce), and – critically – they can subsidize the cost of the device because they make money every time you put your arm around your date and click “Watch” on a movie. Also, let’s face it, it’s a typical Apple product: it works perfectly as long as you don’t stray outside their ecosystem. Your files have to be in their limited range of supported formats, and you only get access to the online content they sanction. It’s not an open platform in any sense of the word, and trust me, I was the first person hoping to be able to run our Plex iOS app on it.

The optimal solution, of course, would be a box that was free, infinitely small, and required no cables. Well, we’re extremely proud to be able to introduce to you, for the first time, the Plex Box, with exactly those characteristics.

How is this possible? Well, we actually have one more “one more thing” to announce: We’re working with LG Electronics (the second largest TV manufacturer in the world) to integrate the Plex platform into their 2011 lineup of Netcast™ connected TVs and Blu-ray devices. So early next year, when you buy an LG Netcast™ TV or Blu-ray player, you will have Plex functionality built-in. Specifically, it will connect to a cloud version of the Plex platform for online content, and, if you happen to have a Plex Media Server running anywhere in your house (after all, who doesn’t have a computer in their house?), you can access your local and online content, in a rich interface, with full metadata. I’ve seen it, and it looks awesome.

So what does this mean to you, our dear users? You’ve been so supportive over the years, and this is great news for you as well. It means, first and foremost, that we’ll be able to focus more resources on the development. This will be a full-time job for me and others on the team, which is – honestly – a dream come true. The Plex Media Server is the heart and lungs of the platform, and we’ll be making it rock solid and adding some really, really cool new features. We’ll be bringing it to more platforms, to make it available everywhere. There will be more content providers investing in writing Plex plug-ins, so your online content choices will grow. And next year, if you’re upgrading your TV, or or buying an LG Blu-ray player, you’ll have the ability to get Plex, built in, at no additional cost. Fully integrated into killer consumer electronics gear, exactly as it should be. Read more at elan.plexapp.com