Amazon Plans New Online Store

Techtree News Staff, Jul 18, 2008 1500 hrs IST

Amazon Video on Demand, the new online video store is in addition to its Unbox service.

Amazon has now launched a new online video service that streams videos through the browser, in contrast to its existing Unbox service that requires users to have an additional Windows-based video player or a Tivo DVR.

Dubbed Amazon Video on Demand, this service is actually different from other popular online music stores like iTunes, which require users to download the files to their computer to watch it. Presently under beta, it's available only to testers.

Expected to be widely available later this year, the service will offer a selection of 40,000 movies and TV shows to the users. To make video selection convenient, the first two minutes of all movies and TV shows will begin playing on the website immediately after a user visits a title's product page on the digital video store, reports The New York Times.

Though this service streams videos through the browser, users don't necessarily have to watch the video right away. Each user's video selections are saved in a personal video library and users can watch the movie as and when they please, even from a different PC or device. However, the catch is that users need to stay connected to the Internet as videos are streamed on to the browser.

For this service, Amazon has also struck a deal with Sony Electronics that will make the service available on the Sony Bravia line of HDTV through the Sony Bravia Internet Video link device costing $300. Sony plans to integrate this device into all future Bravia HDTVs to enable out-of-the box VoD capability. Now Amazon is busy pursing similar deals with other TV manufacturers.

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