Sky TV and Virgin Media challenged as Amazon reveals a new way to view TV


Sky TV and Virgin Media face more TV competition and this time it comes via Amazon.

The online retailer has just announced the launch of its Fire TV Cube which the firm says is its most powerful television streaming device to date.

The new Cube gets a swathe of features including 4K compatibility, Dolby Vision and HDR 10+ along with access to the clever Alexa voice assistant.

Via its internet connection, the Cube can access Netflix, YouTube, ITV, Channel 4, Channel 5, and more plus Fire TV gives customers access to tens of thousands of apps, Alexa skills, and channels, as well as over 200,000 TV episodes and movies with thousands of titles in 4K Ultra HD.

“We believe voice is the most natural user interface and will fundamentally change the way people interact with technology,” said Eric Saarnio, Head of Amazon Devices EU.

“Amazon Fire TV Cube uses the Alexa voice service, which will make it easier for customers to control their entertainment experience and watch the TV and movies that matter most to them, hands-free. As the first far-field Fire TV in the United Kingdom, we’re excited to be delivering easier and quicker ways for our customers to use their device.”

If you fancy taking delivery of this new device then the Fire TV Cube is available for pre-order at www.amazon.co.uk/firetvcube for £109.99.

It ships with an IR extender cable and Ethernet adapter beginning on 10th October.

Customers can also pre-order Fire TV Cube and Ring Video Doorbell 2 together for just £218.99 – a saving of £70.

As well as announcing the new Cube, Amazon has also joined forces with some TV and audio brands to launch the first Fire TV Edition smart TVs.

Fire TV Edition devices come with the Fire TV experience built-in meaning you can access content and speak to Alexa without needing anything else.

The new products include the first Fire TV Edition smart TVs from JVC and the first-ever Fire TV Edition soundbar from Anker Innovations.

“This month marks the 5 year anniversary of Fire TV and we continue to innovate on behalf of our customers to make it easier for them to find the content they want to watch,” said Jorrit Van der Meulen, VP Amazon Devices International.

“With the launch of the first Fire TV Edition smart TVs and soundbar in the United Kingdom, we are excited to be delivering new ways for customers to discover their next favourite show. We can’t wait to get these new devices into customers’ hands.”

JVC Fire TV Edition Smart 4K Ultra HD HDR LED TVs will be available in 40”, 49” and 55” models, starting at just £349.99.

The Nebula Soundbar – Fire TV Edition is available for pre-order on Amazon.co.uk for £179.99 and will begin shipping on 21st October.



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