Amazon launches pay-TV channels in UK

Ecommerce giant Amazon is increasing its diversification in the UK, as it announced plans to add pay-TV channels to its Prime Video service.

Initially an online retailer and marketplace, Amazon has taken various steps to branch out into several other sectors in recent years, including a sharp focus on offering more with its Prime subscriptions.

Subscribers to the Amazon Channels service can currently stream a host of video content which is included in the membership cosy, but now the Seattle-based company will attempt to compete with the likes of Sky and BT by offering paid-for content.

Amazon has taken various steps to branch out into several other sectors in recent years

The newly-added channels can be taken on for an extra cost to existing Prime customers, who will be able to choose which channels they wish to add to their TV. The individual pricing for the new channels ranges from £1.49 to £9.49 a month.

"For the first time, Prime members in the UK and Germany will be able to choose to watch premium TV channels without having to sign up to a bundle or a contract, giving them the freedom to pay for only what they want to watch," said Alex Green, Amazon's managing director in Europe.

Among the channels which will be made available on the service are ITV's Hub and Discovery, Eurosport Player, BFI Player, MGM and in-house Bollywood channel Heera.

Simon Pitts, ITV's online, pay and interactive chief, said: "The ITV Hub is all about giving viewers more choice about how and when they access their favourite ITV shows, including watching without the ads via ITV Hub+ for £3.99 per month. We're delighted to be part of the Amazon Channels launch line-up in the UK."