Netflix has already revolutionized the home video business, crushing all rivals while introducing an entirely new and now widely imitated model in content distribution via the postal service and later the internet.

Now Netflix is now looking to revolutionize the content production side of entertainment.

The DVD and online video rental service is eyeing its first deal for an originally produced TV series, in a move that's sure to worry pay cable networks already competing with Netflix for TV viewers' eyeballs.

Netflix is negotiating to acquire the original series "House of Cards," starring Kevin Spacey and directed by David Fincher ("The Social Network").

According to Deadline.com, which first reported the negotiations yesterday, the deal could cost Netflix $100 million for two seasons and 26 episodes, though other sources say that figure is way too high.

Netflix is said to be competing with HBO, Showtime and AMC for the rights to the show, about a man hoping to become Britain's prime minister after Margaret Thatcher.

The company has not commented on the story.

Up until now, Netflix had been an indirect competitor with broadcast and cable as the distributor of recycled content that people might watch instead of network shows.

The acquisition of "Cards" would position Netflix as a much more direct competitor by allowing it to stream original content directly through the internet, without having to pay hefty distribution fees to cable carriers and at far lower cost to consumers.

This comes at a worrisome time for cable and TV networks, when online viewing is surging and more and more advertisers are looking to online video as a means of reaching this growing audience of users.

Cable can look to Blockbuster as an example of what happens when Netflix attacks. The once-dominant video rental chain filed for bankruptcy last year and has closed dozens of locations this year after losing business to Netflix.