July 21, 2008
Amazon.com has launched a service it is calling Video on Demand that allows users to rent or purchase movies and TV shows and watch them immediately. The new service permits a user to choose from among 40,000 titles and stream the content to a PC or Mac or a Sony Bravia TV. However, for now the TV connection is made via a special device that costs about $300, although in the future Sony is expected to build the capability into the TV set. It is anticipated that other hardware makers will eventually support Amazon's Video on Demand. The new service offers content from most major studios, although not Disney, ABC or HBO. Amazon doesn't require any sort of membership or monthly fee, and users pay only for specific titles they rent or purchase. Video on Demand should not be confused with Unbox, a downloading service Amazon has already been offering for some time. However, the functionality of Unbox will continue to be available as part of the new service. Video on Demand makes Amazon a strong contender in the digital delivery arena, where the competitors include Apple and Netflix.
