Amazon has launched a beta version of its new Amazon on Demand service, which will be available on both PCs and Macs, but can also be streamed directly to a regular TV set. A first agreement with Sony will enable US owners of a connected Bravia TV set to stream movies directly.
Two years ago, Amazon launched the Amazon Unbox service together with TiVo offering similar capabilities, but the service has so far not been successful. With the new on-demand service, Amazon hopes to offer a more open platform and also with the use of license agreements to bring movies directly to the main TV set in the home.
Pricing and availability of titles ar still to be announced, but Amazon is aiming to have at least 40,000 movies available when the service fully launches. At the moment it is available as invitation-only beta. All major studios have contracts with the exception of Disney and HBO.
