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Amazon Bows New Fire TV 4K With HDR

27 Sep, 2017 By: Erik Gruenwedel

New Amazon Fire TV with 4K UHD and HDR

Device is 60% cheaper than Apple TV 4K

Amazon Sept. 27 announced an updated Fire TV streaming media device featuring 4K Ultra HD, high dynamic range (HDR) and Alexa Voice Remote.

The next-generation Fire TV works with 4K Ultra HD or HDR-compatible TVs with 60 fps (frames-per-second), HDR and Dolby Atmos audio priced at $69.99.

That’s 60% less than the new Apple TV 4K, which does feature access to new-release (and catalog) studio movies. Fire TV has no studio movie license agreements.

The Alexa Voice Remote enables users to find, launch and control content, including Netflix, Hulu, Showtime OTT, and Amazon Video, among others. Fire TV can also be synched with Echo for hands-free, far-field voice control.

“The new Fire TV makes it easier to navigate content and discover great movies and TV shows, all by using your voice,” Marc Whitten, VP of Amazon Fire TV, said in a statement.

The device features a 1.5 Ghz quad-core processor and dual-band 802.11ac Wi-Fi. It comes with 2GB of memory and 8GB of storage.

Whitten said Amazon is working with Hulu, Showtime, Sony PlayStation Vue, CBS All Access, NBC, Bravo, CNBC and NBC News to enable the user to rewind, fast-forward and play content with voice commands.

Amazon Fire TV can control smart home enabled lights, thermostats, and other compatible devices. It can also play music, view camera feeds on TV and check the weather, among other functions.

IHS Markit, in a separate analysis, said that with Apple’s Siri and HomeKit capabilities behind Amazon’s Alexa in functionality as well as marketing/awareness, Apple is anticipated to face considerable difficulties in growing the Apple TV available market beyond the core iOS userbase.

“[Fire TV] creates a particularly large competitive chasm for the new Apple TV 4K to cross in markets where the two products will compete head-to-head,” Paul Erickson, senior research analyst for service provider technology at IHS Markit, said in a statement.

Fire TV is available for pre-order from www.amazon.com/firetv and will begin shipping to U.S. customers Oct. 25.


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