Amazon prepares for internet-streaming STB launch

Amazon Instant VideoAmazon is reportedly planning to release a video-streaming set-top box in time for Christmas, going up against rivals in the online TV space like Roku and Apple TV. 

According to a Wall Street Journal report, which cites people briefed on the plans, the set-top box will be used to deliver Amazon’s own streaming video service as well as apps by third parties.

Amazon has approached a number of media app developers and cable TV providers in a bid to secure partnerships for the rollout of the box, which is codenamed ‘Cinnamon’, said the WSJ.

However, it added it was unclear when the precise release date would be or at what price the box would be priced.

Amazon has already moved into hardware with its Kindle line of e-book readers and Kindle Fire tablet. In the US it also runs a subscription VOD service called Prime Instant Video and in the UK and Germany owns online streaming service LoveFilm.

Reports of Amazon’s set-top plans first emerged in April, with Bloomberg reporting at the time that the device was due out by this autumn. Amazon’s Lab126 division in Cupertino was reportedly developing the device with former Cisco executive Malachy Moynihan said to be running the project.

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