Most people these days are more into content from various platforms rather than conventional TV channels. But sometimes, everyone needs to check the news or in some households, people still watch some TV shows. To solve the problem of having a separate cable or DTH connection and OTT subscriptions, Amazon has introduced the Live TV feature for Fire TV devices in India.
Commenting on the development, Parag Gupta, Head of Amazon Devices, India said, “Since launching in India, Fire TV has been offering a vast selection of on demand movies, TV shows, popular apps and features to customers. With Live TV integration, we are making this experience even better by providing instant access to popular, real-time content for our customers without having to switch inputs. It enriches the content experience by streaming live TV on the much-loved Fire TV interface, just by asking Alexa. Amazon will continuously expand this selection and offer the best of live TV experiences to our customers.”
The Live TV feature makes it easier than ever for users to discover and watch live channels from their favorite content providers. A new Live Tab is now there on the navigation pane an ‘On Now’ row on the home screen so that it’s very easy to find, browser, and watch live content from various sources. Users can also access the integrated channel guide for these subscribed apps.
As of now, SonyLIV, Voot, Discovery+ & NextG TV are the first content providers to integrate their Live TV experience while live channels provided by Zee5 are coming soon to Fire TV. Collectively, these apps will provide access to most of the popular channels including Sony SAB HD, Colors HD, SET HD, Nick HD+, Dangal, DD National, News18 India, MTV Beats HD, SONY BBC Earth HD, Mastii TV Music, Discovery, and very soon, as Zee5 brings its channels to Fire TV, customers will also be able to enjoy live content from Zee TV, Zee Cinema and Zee News. Customers who have downloaded and subscribed to any of the integrated apps on their Fire TV devices will see the On Now row on their home screen. There will be a red bar at the bottom of each thumbnail, which will indicate the real-time progress of the show. Customers can also switch to their favorite channels via Alexa by simply using their voice.
Fire TV Lite customers can access the channel guide using the Guide Button on their Alexa Voice Remote Lite. For the existing Fire TV and Fire TV Edition customers, the Live Tab will begin rolling out today. The On Now row is available to the existing customers based on their subscription status for various apps. For new customers, the Live Tab will be available within a few weeks after the device is activated and the On Now row will be accessible once they download and subscribe to the integrated apps. So, those who are subscribed to multiple OTT services no longer worry about paying a lot just for live TV as, by using this newly added feature they can reduce the hassle of switching between live TV and OTT apps and continue enjoying all kinds of content, be it from OTT apps or from TV channels.