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Amazon Set To Mout TV Sell Push In 2019, New Prime Content

Amazon Australia executives at the IFA trade show in Berlin are shopping for TV’s with brands being told that they are planning a major TV sales initiative with speculation that Amazon is also set make available new content for Prime members in 2019 on the TV’s they sell.

TV brands such as TCL, Blaupunkt, Hisense, LG and Toshiba have been approached to supply direct to Amazon who are also looking to expand their Amazon Prime service in Australia according to sources. The TV’s will have Amazon Alexa built in. 

Globally Amazon is currently in major sporting events and movie content that will see them compete wit the likes of Optus who recently dropped $8M trying to stream the 2018 World Cup in Russia.

However, UK journalists attending IFA claim that if the US Open and Grand Slam Tennis event is anything to go by Amazon has a long way to go in delivering live sports coverage.

According to BBC journalists at IFA there have been a plethora of complaints about the live action on Prime Video, covering everything from picture and sound quality, to camera angles, ease of navigation around the service, restricted match choice, and the short duration of highlights.

User feedback on Amazon’s own website has been critical, giving its coverage from Flushing Meadows, New York, just one-and-a-half stars out of five.

Remarks such as “At the moment the move to Prime Video for tennis fans in the UK is a backward step and very disappointing to put it mildly” and “this is just terrible – tennis fans in the UK are in shock about this ‘service'” give a flavour of the disgruntlement.

Analysts at IFA believe the coverage is a landmark moment because it is the first time Amazon has shown live action from a major global sporting event.

In doing so, it is moving into territory that has been the preserve of traditional broadcasters such as the BBC and ITV, or cable firms such as Foxtel in Australia or Sky in the UK.



The move by Amazon to offer Prime customers access sporting content sees tennis move away from traditional TV to an “over-the-top” (OTT) offering, to selling directly to consumers via the internet – and bypassing traditional telecommunications, cable or broadcast television service providers.



Amazon also delivered live coverage of the pre-Wimbledon Queen’s tennis tournament in London.


Amazon recently paid A$85M to secure the ATP men’s global tour rights for four years at a reported cost of £50m.


It means Amazon Prime members in the UK and Republic of Ireland will have access to 37 ATP World Tour events, at this stage it’s not known if they will be allowed to stream the content in Australia after the Nine Network secured the rights to the Australian Open Tennis.


Amazon announced it would bid for top flight Premier League football rights in England. In June, a deal was announced that Amazon was to livestream exclusive coverage of 20 matches a season online.


The online giant will show 10 matches over one of the UK Bank Holiday’s and the same number during one midweek fixture programme, for three seasons from 2019.


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