Your Amazon Fire TV may soon replace your cable box, without having you ditch your favorite network shows.
Sources tell Bloomberg that Amazon is in talks with CBS and NBCUniversal to license content for a live TV platform. Amazon’s recent acquisition of Elemental Technologies puts the company in strong position to merge streaming media and live broadcasts, according to Frost & Sullivan principal analyst Dan Rayburn.
Amazon already has a healthy streaming video platform in Amazon Video, which includes both original programming and last-season shows from many TV channels. A live option would catapult Amazon in front of Hulu and put it on par with Dish Network’s SlingTV service.
This isn’t the first time Amazon has been in rumored talks for live TV; last year, the company denied a Wall Street Journal report that said the retail giant was working with media companies to license their live television channels for streaming.
That service was rumored to be separate from Amazon Video, which is part of an Amazon Prime subscription. Amazon is already making headway into people’s living rooms though, with its 4K Fire TV and its underpowered sibling the Fire TV Stick, so live TV could be just a software update away.