By : Erik Gruenwedel | Posted: 04 Sep 2008
egruenwedel@questex.com

Amazon.com Sept. 3 expanded the periphery of its Unbox download service by launching Amazon Video on Demand.

The updated service allows users to watch ad-supported movies and television programs beyond the PC and to the television.

Users can now instantly stream content on a PC or Mac computer, portable media player via a Web browser or on a Sony Bravia HDTV equipped with a Bravia Internet link device.

Amazon VOD offers rentals from $3 to $4 and electronic sellthrough of movies from $10 to $15. TV episodes cost $1.99 each, with season passes also available.

Bravia customers can visit amazon.com/videoondemand/bravia and link their HDTV to their Amazon account. After a purchase is made, the title can be watched immediately. A backup version is automatically sent to the user’s online account and accessible from the Internet video link user interface or on Amazon.

Amazon VOD is currently offering key episodes from select NBC prime time TV shows last season, including “Secrets and Lies” from “30 Rock,” “Four Months Later …” from “Heroes,” and the pilot of “Lipstick Jungle.”

Roy Price, director of Amazon VOD, said the ability to watch content instantly without downloading first was among the most requested features by Unbox users.

"We're continuing to create new, convenient ways for our customers to watch digital movies and TV shows,” Price said.

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