Entitled 'Amazon Unbox on TiVo', this innovative service heralds a new development in media on demand. Whilst the service is only at testing stage, Amazon and TiVo expect high demand ahead of a full launch later this year.
Amazon Unbox is available for any broadband connected TiVo Series 2 and Series 3 digital video recorder (DVR). Whilst Amazon Unbox has been available since September 2006, it's the first time a downloadable broadband video service has been integrated to programming recorded on a customer's TiVo. By seamlessly integrating Unbox with the existing TiVo functionality, it is hoped that customers already familiar with their TiVo setup will take advantage of being able to access an up-to-date download package from their living rooms.
Activating the service requires a log-in to Amazon.com, a link to an existing TiVo account and a delegation of devices to which the video can be downloaded - whether it be a desktop, laptop or portable video device. All selections are automatically saved in the user account and so are available at any time in future.
Commenting on the announcement, Tara Maitra, TiVo's vice president and general manager of programming, said:
"The television is and will continue to be the preferred platform for watching video content, and TiVo is leading the charge in offering broadband-delivered content to the living room"
The clear advantage in offering this service is the established 'network' of compatible TiVo's, of which there are an estimated 1.5 million in use today. Since this new scheme does not require any kind of hardware upgrade, like that requried by Apple TV, there is no need to splash out on integrating another new box into an already crowded home cinema setup.
No doubt the performance of this new service will be watched closely; TiVo has been tried, tested and failed in a number of countries, including the UK, whereas Apple are already offering their set-top box worldwide. All things considered, the odds seem pretty even when you evaluate the software technology behind these two potential market leaders: iTunes is still the favourite multimedia application, but TiVo's partnership with Amazon brings a wealth of confidence and familiarity from consumers no matter which option they choose.
Amazon Unbox has already signed agreements with leading networks including CBS, Fox, Lionsgate, Paramount Pictures, Universal Studios and Warner Bros. Customers can currently purchase their favourite programming for $1.99 per episode, as well as being able to download the latest movies.
