As Prime Video’s audience continues to grow, it is unlikely Amazon will launch the TV channel as part of the Amazon brand. It could be planning to sell a paid TV channel similar to Time Warner's HBO or CBS's Showtime.
Television is increasingly being introduced outside of the traditional broadcast industry. Once exclusive to large broadcasting houses such as the BBC, retailers and network operators are realising the opportunities television offers for monetisation.
For companies that want to benefit from TV, the introduction of an integrated OTT platform is the most effective way. However, they must be flexible, familiar and mirror the living room experience. To fulfil the promise of the increasing demand for TV Everywhere there are many things to consider, not least the complex mix of products that constitutes the modern TV experience.
Today’s television consists of four distinct but inter-related services. These are:
• Live TV – watching when the programme is broadcast
• Catch up – being able to view programmes that have previously been aired
• Recording – recording programmes for playback later or to keep
• On demand – watching premium content, whether it has been aired or not, at a time of the user’s choice
Time will tell whether Amazon will sacrifice its Prime service to venture further into the television space.