Amazon is reportedly interested in building a live TV service of sorts as analyst Dan Rayburn at StreamingMediaBlog  reports the company has approached NBCUniversal and CBS to gauge an interest in providing content (via Bloomberg).

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The report didn’t expand on exactly what type of live TV service Amazon might be interested in, but a live component would add to Amazon’s existing on-demand video services that it offers across devices through web and mobile apps. Bloomberg points out that “Amazon’s recent agreement to acquire Elemental Technologies gives the company a platform to deliver live TV over the Web,” but beyond that we don’t know exactly what the company has planned.

The news comes just before Apple is set to launch its revamped TV experience with its fourth-generation Apple TV hardware this month. In addition to beefier internals for the new hardware, Apple is for the first time opening up the device’s app ecosystem with an iOS-like App Store that all developers can submit apps to. The new hardware, however, will launch without Apple’s much rumored TV streaming subscription service that we detailed earlier this year. That service is reportedly delayed into sometime next year.

It’s unclear if Amazon’s TV plans might be related to its decision earlier this month to stop selling Apple TV and Google’s Chromecast. Amazon cited lack of support for Amazon’s Prime Video service in that decision. Amazon has the opportunity to build an app for the new Apple TV and support Chromecast through its mobile apps, but will it take that route as it looks into expanding its TV service to compete with upcoming competitors from Apple and others?

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