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

Turn it down: Study says millions at risk for hearing loss

earphones

A new study shows almost half of all 12 to 35-year-olds listen to unsafe levels of music on their personal audio devices or cellphones.

in Music

This week’s top rock tracks

threedaysgrac

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

in Entertainment, Viral Videos

What color is this dress?

19-overlay6

The "great dress debate" has been dividing the Internet. Are you team #WhiteandGold or team #BlueandBlack?

in Entertainment

PHOTOS: Leonard Nimoy through the years

AP8209190316_5

Although he capped his "Star Trek" run with a notable career as both an actor and director, in the public's mind he will always be Spock.

in Entertainment

‘Star Trek’ star Leonard Nimoy dead at 83

nimoy

The world famous Mr. Spock has passed away.