News

Amazon hopes digital streaming device sets TV on ‘Fire’

Amazon hopes digital streaming device sets TV on ‘Fire’

ON FIRE:Fire TV, which is available on Amazon.com, can access Netflix, Hulu and other providers of streaming video content. It also provides a more prominent showcase for Amazon Prime Video as well as its growing slate of original television shows and video games from Amazon Studios. Photo: Reuters

NEW YORK/SAN FRANCISCO (Reuters) – Amazon.com Inc unveiled a $99 video streaming device called Fire TV that the e-commerce company promised would be more powerful and easier to use than rival services by Apple Inc, Google Inc and Roku.

Amazon is a latecomer to the set-top TV market that is dominated by the Apple TV. Amazon customers have a large appetite for film and TV, but many already own similar devices, analysts said.

Fire TV, which is available on Amazon.com, can access Netflix, Hulu and other providers of streaming video content. It also provides a more prominent showcase for Amazon Prime Video as well as its growing slate of original television shows and video games from Amazon Studios.

“It’s the easiest place to watch Netflix,” Amazon executive Peter Larsen said at an event in New York on Wednesday to launch the product. “You can watch ‘Alpha House’ and you can watch ‘House of Cards’.”

Amazon said it decided to develop the device after getting feedback on its website from customers who bought set-top boxes like Roku, Apple TV and Google Chromecast. Common complaints include lagging performance, cumbersome search and closed “ecosystems” on those devices, it said.

“When we look at the living room, how do we make the complexity disappear?” Larsen said.

Fire TV can predict what the user will watch and cue it up instantly, Larsen said. A microphone in the remote enables voice-activated search. A video game controller can be purchased for $39.99.

Seattle-based Amazon said it tried for “lowest price point possible” on Fire TV, which costs about the same as an Apple TV, but substantially more than Chromecast or Roku.

(Reporting by Jennifer Saba and Liana Baker in New York; Writing and additional reporting by Deepa Seetharaman in San Francisco; Editing by Richard Chang)

Recent Headlines

in Music

One Direction’s new video stars a chimp and Danny DeVito

Fresh
14-overlay2

The pop stars will release the music video tomorrow for their latest single "Steal My Girl" and it looks ... interesting.

in Lifestyle

Online harassment commonplace among adults

ComputerHands_620

It's something anyone who has ever been online knows: the Internet can be a rough place.

in Viral Videos

WATCH: Justin Bieber’s boxing lessons

25-overlay3

The pop star is reportedly taking boxing lessons from Floyd Mayweather ... and Conan O'Brien has the footage.

in Viral Videos

The most epic safety video ever made

Updated
23-overlay2

New Zealand knows why you want to visit, and they're playing along.

in Music

Sam Smith, Mary J. Blige to perform at AMAs

samsmith

The breakthrough newcomers 5 Seconds of Summer will also take the stage at next month's American Music Awards.

Weather

condition Condition: Overcast
Temperature: 54°
High: 51° - Low: 43°