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Amazon prepping Apple TV rival?

US online retailer Amazon is developing a TV set-top box that will give owners access to its over-the-top video services such as Amazon Instant Video, according to reports in Bloomberg Businessweek.

The reports, which cite people “familiar with the project”, add that the device is being developed by Amazon’s Lab126 division in Cupertino, California – where another notable manufacturer of similar devices is based.

The project is believed to be headed by former Cisco exec Malachy Moynihan, who has recruited engineers from companies like TiVo and Vudu to develop the device, says Bloomberg.

Amazon has recently been pushing hard into original content, introducing 14 self-financed TV pilots earlier this week. Rival Netflix has already won strong reviews for its own original series ‘House of Cards’.

Amazon has existing relationships with many of the major Hollywood studios for its Instant Video service, and continues to add premium content to its pan-European OTT service LoveFilm.

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