UPDATE: Amazon Prime Video Eyeing Live Television — a Non-Starter

Amazon Prime Video was reported to be the latest SVOD considering offering ad-supported live television to subscribers — similarly to Hulu with Live TV and online TV services such as Sling TV, YouTube TV, The Roku Channel and AT&T TV Now, among others.

An Amazon representative June 24 disclosed that reports about the e-commerce behemoth recruiting people on social media with live TV experience, including those with executive experience launching online TV, have nothing to do with launching a proprietary online TV platform.

“There is nothing new here as we already offer hundreds of live TV stations around the world today,” the rep said in an email.

The rep said job postings referenced are for the teams currently supporting third-party live TV stations via Prime Video Channels, and include linear channels such as CBS All Access and Showtime in the U.S., Stack TV in Canada, Eurosport in Germany and U.K., among others.

“Customers who sign up for these type of channel subscriptions already get access to their 24/7 station stream,” the rep said.

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The confusion started when media reports surfaced about LinkedIn post such as this: “We are seeking an experienced product manager for the Prime Video Linear TV team to redefine how customers watch 24/7 linear broadcast TV content,” read the listing. “Linear TV enables customers to watch 24/7 streams of their favorite TV stations airing programs including sports, news, movies, award shows, special events and TV shows.”

Prime Video heretofore has avoided live TV with the exception of its “NFL Thursday Night Football” and English Premier League soccer webcasts, preferring SVOD and transactional VOD and third-party OTT platforms via Prime Channels.

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Online site Protocol, citing personnel familiar with the situation, had reported Amazon was seeking to offer individual live-TV channels as opposed to the conventional bundle. Indeed, when Dish Network in 2015 bowed the first standalone online TV platform, Sling TV, it was able for the first time to market ESPN without the traditional pay-TV bundle. ESPN at the time was the most expensive pay-TV channel offered.

Sling TV, which once led all platforms in subscribers, has been steadily losing subs. And Sony Interactive Entertainment in January shuttered PlayStation Vue, citing a lack of consumer demand.

“Unfortunately, the highly competitive pay-TV industry, with expensive content and network deals, has been slower to change than we expected,” Sony said in a statement.

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