There could soon be another new way to watch TV as Amazon looks set to launch a rival to the likes of Sky and Virgin Media.
According to The Telegraph, the online retail giant is currently testing a new smart TV which could bring direct access to its TV shows and movies.
Amazon Prime already has a huge array of content and that’s about to grow even larger with the recent sporting announcements.
Earlier this year Amazon announced that it had secured the domestic broadcasting rights to 20 live Premier league matches from 2019, including Boxing Day fixtures, and weekly highlights on its Prime Video service, only available to Amazon Prime members at a cost of £79 a year.
Speaking after the announcement Jay Marine, Vice President of Prime Video in Europe, said: “We are always looking to add more value to Prime, and we’re delighted to now offer, for the first time, live Premier League matches to Prime members at no extra cost to their membership.
“The Premier League is the most watched sports league in the world.
“Over these two December fixture rounds Prime members will be able to watch every team, every game, so no matter which Premier League team you support, you’re guaranteed to see them play live on Prime Video.”
Amazon already has the rights to the us Open Tennis, ATP World Tour Tennis events and NFL American Football games.
To watch Amazon Prime Video you currently need a streaming device or app to view what the company has on offer.
It’s thought this new TV would bring instant access to Amazon’s library of shows and sporting coverage with the device running the firm’s Fire OS.
It’s thought the new TV, which is being designed by a consortium led by Chinese firm Huawei, is currently being tested for UK compliance.
There’s no word on whether these rumours are true or when the TV will launch but it could be a concern for its rivals.
Amazon has had a stellar year with its own-brand devices becoming some of the biggest selling technology.
Its Alexa-powered Echo speaker has sold millions across the world and with it currently on sale for under £60 that figure is only likely to get bigger.