The Globe and Mail reports in its Wednesday edition Netflix's chief executive officer says it must now survive an onslaught from the country's traditional television companies scrambling to get their own video-streaming products to market. The Reed Hastings said the company is prepared to aggressively bid for movie and television rights in this country while earmarking increasingly higher amounts to produce original content to entice viewers into cutting their cords. His remarks come as Rogers Communications puts the finishing touches on a streaming product, Videotron recently launched its answer to Netflix and BCE looks to spend $3-billion to acquire Astral Media to keep the U.S. competitor at bay. Canadian television providers are only now waking up to the threat posed by Netflix. They are developing their own subscription-based products, and also making their traditional packages more flexible for their subscribers. The number of subscribers to traditional television services continues to increase in Canada, but the rate of growth has slowed considerably. About 12 million Canadian households subscribe to traditional television packages, while Netflix doubled its penetration last year to two million.