Amazon pioneered content-centric TV interfaces. Now, it’s looking to rein in the chaos. [Protocol]

Amazon pioneered content-centric TV interfaces. Now, it’s looking to rein in the chaos. [Protocol]

By Janko Roettgers

December 17, 2020 | When Amazon’s Fire TV team began pushing out a new interface to select streaming devices in December, it wasn’t just aiming for a cosmetic refresh. The new Fire TV experience, which is scheduled to launch on Fire TV Stick 4K and Fire TV Cube devices next month, promises to rein in some of the sprawl caused by Fire TV’s last major UI change. However, the new changes also show how hard it can be for TV platforms to do the right thing for consumers without offending content partners.

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