The new 'Live' tab brings together live sports, news, and channels from apps. It is rolling out now to all media boxes and TVs based on Amazon's Fire TV platform.
Live television section
Which app or service is broadcasting Wimbledon tennis? Or upcoming football matches? Amazon is aiming to make the 'new Live' on the home screen a consolidated view for all of your live TV.
- "I’ve got exciting news to share with you. We have created a single destination on your Fire TV on the ‘Live’ tab, which brings together your live sports, news, and channels from select OTT services, streaming apps (e.g. PlayStation Vue), paid subscriptions, and over-the-air antennas into one consolidated view. You’ll find the new ‘Live’ tab right next to ‘Home’ in the main navigation menu, and this new experience is available across all Fire TV devices and Fire TV Edition smart TVs," said Erika Takeuchi, Head of Global Integrated Marketing, Amazon Fire TV.
Amazon is launching the 'Live' section with a handful of partners, including Pluto TV, Red Bull TV, PlayStation Vue, Philo, and its own Prime Video Channels that covers a range of apps such as MLB.TV, NBA League Pass, and PGA Tour Live. These services are arranged in dedicated rows and the user is able to customize the order as well as the channel guide.
Apple is rolling out a similar feature with its new 'TV' app while Google has redesigned the Android TV home screen around content rows. These initiatives are designed to help the user find the right content in a time when new streaming services are launched monthly.
The 'Live' tab will be available to all Fire TV users - Fire TV boxes and smart TVs - in the US this week.