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

This week’s top rock tracks

foofighters

LISTEN: This week's top rock songs, according to the latest Billboard chart.

in Music

Ozzy Osbourne to undergo surgery

British musicians Ozzy Osbourne of Black Sabbath, arrives at the Classic Rock Roll of Honour awards 2013 at the Camden Roundhouse in north London, Thursday, Nov. 14, 2013.

Ozzy Osbourne has cancelled his upcoming Ozzfiesta event in Mexico to undergo surgery.

in Weird

Belligerent birds chase people at Florida park

Actress Tippi Hedren, star of the 1963 Alfred Hitchcock film "The Birds," poses with Julian Jarrold, center, director of the HBO film "The Girl," and cast member Toby Jones on Wednesday, Aug. 1, 2012 in Beverly Hills, Calif. Hedren's relationship with Hitchcock during the making of the film is the subject of the HBO film "The Girl."

In a scene straight out of Alfred Hitchcock's "The Birds," some out-of-control birds are chasing people at a central Florida park.

in Trending, Viral Videos

TODAY’S MUST SEE: Billy Zane mistakenly thanks One Direction fans for support

Billy Zane arrives at the Global Green USA's 12th Annual Pre-Oscar Party at the Avalon Hollywood on Wednesday, Feb. 18, 2015, in Los Angeles.

Actor Billy Zane pokes fun at the fact he shares a similar name to former One Direction member Zayn Malik in a new video.

in Weird

Loose police horse briefly on patrol in downtown Cleveland

horse

The horse stayed on the street during his escape but didn't stop at red lights.