Better experience means that Amazon Fire TV strives “to have the broadest selection of content available to customers. It means increasingly not just having streaming apps, but it means having live TV, and live TV integrated experience.” “We’ve done the technical work so live TV feels like a first‑class part of the Fire TV experience, not an afterthought”Image Credit (Amazon)AdvertisementAmazon recognises that live TV has become a big part of the viewing experience, and it’s importance is “growing year on year. “And it’s what we’re always working on with partners, is how do we make sure we can bring their live content front and centre, and… from our perspective, live TV is very technically different than streaming TV. “From our perspective, live TV is… technically, it’s very different than streaming TV… there’s an event, it’s on at a particular time and it’s no longer on.