Amazon is reportedly looking to boost its online content offerings with a live streaming TV service.

Citing sources familiar with the matter, Bloomberg reports that Amazon is exploring partnerships with major TV networks, such as CBS and Comcast's NBCUniversal, to license their programs and stream them live via its own over-the-top Internet TV service that will compete with Dish's Sling TV and Sony's PlayStation Vue.

The discussions, which the sources say date back several months, are still in their preliminary stage — indicating that it may take Amazon a while before finalizing a deal. Apple is also launching its own OTT streaming service that was expected in September. It is likewise believed to have delayed the launch because of challenges faced in negotiations with media companies.

The report of Amazon's planned Internet TV service is corroborated by Dan Rayburn, analyst at Frost & Sullivan, who says he has spoken to unnamed sources who say Amazon has been approaching media companies with offers to license their programs and stream them over its own platform.

"While none of the content owners want to go on record, or will discuss how far along Amazon is with their plans, other companies involved in the video ecosystem also confirm that Amazon is looking at potentially offering a live OTT video service of some kind," Rayburn writes in a blog post.

He also points to Amazon's recent acquisition of Elemental Technologies — a deal worth a rumored $100 million. Elemental Technologies provides a platform for encoding and packaging live linear streams, and although Amazon has already said that its newly acquired technology will be offered as a service in Amazon Web Services, it provides exactly what Amazon needs to livestream Internet TV to its customers.

That said, both Bloomberg and Rayburn's sources admit that Amazon "may simply be looking at the economics of the business." However, the company is already heavily invested in content with its Amazon Prime Instant Video TV shows and movies on demand, so it makes sense for it to expand its horizons and move into TV livestreaming as well.

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