Amazon is launching a video on demand library of movies and TV shows, delivered directly to TV’s over the Interent. Unlike Amazon’s previous video download service, Unbox, viewers can begin watching videos immediately instead of having to wait for it to download. The service uses a “predictive download” technology, allowing customers to begin watching a title, before it’s completely downloaded. Amazon struck a deal with Sony for their Bravia TV line. The partnership requires a separate set-top-box for now, but future iterations may embed the Amazon download service directly in TVs. Another feature allows customers to purchase video titles, and view them from multiple devices at different times. The service is expected to go live on Thursday July 24th.
