Amazon ups stakes in Netflix battle with TV pilots launch

Alpha House: Amazon show
Alpha House: Amazon show

Amazon has launched a major push into creating its own content with the launch of 14 TV show pilots, to challenge rival Netflix.

Customer feedback will decide which of the pilots, comprising eight comedies and six kids’ shows, will be made into full-season productions.

Amazon Studios, a production arm of the internet retailer, is creating the content and all the shows are now available to view exclusively on Amazon-owned LoveFilm.

The release of the pilot shows comes after Netflix, which is one of LoveFilm’s biggest rivals in the UK, made the 'House of Cards' drama starring Kevin Spacey exclusively for its subscribers.

Stewart Easterbrook, the chief executive of Starcom MediaVest Group, said: "We will increasingly see Netflix, Amazon and Blinkbox by Tesco looking at new ways of ensuring the right audiences can engage with the right content.

"The latter two will also be able to combine viewing data with a huge amount of shopping data, providing the opportunity to make the content people are exposed to even more relevant."

Easterbrook is optimistic that viewers will respond positively to the Amazon initiative because the proliferation of devices means viewers will "gravitate towards those who can make content engaging, relevant and easy to obtain."

Shows created by Amazon include comedy 'Alpha House', which features four US senators living together in a rented house in Washington, and kids show 'Teeny Tiny Dogs', a show portraying dog puppets navigating the world despite their tiny size.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Microsoft profits boosted by cloud computing drive
Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers