Amazon Unbox Video on TiVo set to rock your living room

Seems like the latest fad is streaming digital content to TV, and in the process plunging the digital downloads wars straight into the living room. Amazon.com Inc and TiVo Inc, have now teamed up to unveil the “Amazon Unbox on TiVo” service which enables users purchase and download full-length movies & TV shows to their TiVo DVR. The product is currently undergoing testing with an unspecified number of TiVo subscribers who have their DVR on a broadband home network. Company officials have declined to give an official release date for the full service.

The service is expected to offer a vast collection of media content from leading networks, namely Universal Studios, Warner Bros, Paramount Pictures, Lionsgate, CBS, and Fox Entertainment among others.

Amazon Unbox Video download service, which was launched late last year already offers thousands of movies, TV Shows and other media content ready for download to PC and WMV compatible devices. The new feature greatly improves the earlier downloadable service by integrating broadband video with regular TV programming. To access the service, TiVo subscribers on broadband service will simply log onto the Amazon website and establish a connection to the Unbox section using a TiVo Series2 or Series3 box. The price of TV episodes will be $1.99 and movie prices between $9.99 and $14.99.

Unbox Video on TiVo joins a growing list of online download services. The recently launched Apple TV as well as Wal-Mart Inc online download store, MovieLink and CinemaNow are probable competitors. However, at the moment, Unbox Video on TiVo appears to have distinct advantage for the following reasons:
• No additional equipment is needed if you are a TiVo subscriber with a broadband home network connection. Rather than spend $300 for an Apple TV box, the only additional cost will be movie or TV show prices.
• Unlike most online download services, Unbox Video on TiVo delivers high-quality movies and TV shows directly to your TiVo for viewing on television, and not to PC.
• Integration of digital broadband video content and TV programs, giving the consumer plenty of navigation and playback options.
• Collection of downloadable digital content set to increase with a number of major studios and networks (Sony and Disney) expected to join the bandwagon upon its rollout.
• Video downloads can also be sent to portable devices.
• Unbox video downloads can always be downloaded again after purchase, and will therefore not need to be stored permanently.

The entertainment industry is flooded with countless online download services, but few are expected to rival this revolutionary feature. TiVo have decided to take the Amazon route and ditch their earlier deal with NetFlix. With this outstanding deal, Amazon.com and TiVo are bent on grabbing a significant share of the lucrative online download industry estimated at roughly $ 4 billion. The onus is now on you Apple TV, Wal-Mart Inc stores and co.