Amazon begins streaming movies, plans for TV

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This is a good week for streaming. Earlier this week, Microsoft and Netflix announced a partnership to bring Netflix movies to your TV via XBOX 360 Live service. Now Amazon is moving from its Unbox, a download-first-watch-later store to a new streaming store called Amazon Video On Demand. The store boasts an impressive collection of 40,000 movies ready to stream (compare that to nearly 10,000 stream-able movies at Netflix).

The New York Times is reporting on talks between Amazon and Sony’s Bravia line of HD TV’s to bring streaming movies directly to your TV.  The video store will be accessible through the Sony Bravia Internet Video link which is a $300 tower-shaped device that funnels Web video directly to Sony’s high-definition televisions.

Amazon Video On Demand became available to selected number of invitees on Thursday and is likely to open to wider audience later this summer.

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