cliff edwardsBloomberg Businessweek tech writer Cliff Edwards has jumped the PR line to serve as director of corporate communications and technology for Netflix.

Edwards was a tech correspondent for BusinessWeek before moving to Bloomberg News in 2009 when it bought BW. He has covered the consumer tech and games beat (including Netflix) for BBW magazine for the past four years.

"So long, and thanks for the all the fish," Edwards wrote on Twitter June 18, a quote from the "Hitchiker's Guide to the Galaxy."

Edwards is a former business editor and writer in 12 years with the Associated Press in Illinois.

Netflix last month brought in tech journalist-turned-PR-pro Anne Marie Squeo to work from Washington and the company's Los Gatos, Calif., base as a director of comms. on public affairs issues.

Jonathan Friedland, a former Wall Street Journal bureau chief, is chief communications officer of Netflix.