Amazon has introduced Live TV feature for Fire TV devices in India, making it easier than ever before for customers to discover live channels from their favorite content providers. The new feature introduces a ‘Live’ tab on the navigation pane and an ‘On Now’ row on the Fire TV home screen, making it easier to find, browse and access live content from subscribed apps. Customers can also access the integrated channel guide for these subscribed apps. The ‘On Now’ row will particularly highlight all programmes that are currently live on different channels.
SonyLIV, Voot, Discovery+, NextG TV and Zee5 (coming soon) are the first content providers to integrate their Live TV experience. The apps will collectively give customers access to 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 to 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. A red bar at the bottom of each thumbnail will indicate the real-time progress of the show. Customers can also access their favorite channels by simply saying, for instance, “Alexa, Watch Colors HD”.
“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,” said Parag Gupta, Head of Amazon Devices, India.