At a time when internet and consumer electronics companies are vying to match their competence with that of US cable and satellite providers, Amazon has announced its new 'Video On Demand Service' for movie buffs. The internet retailer informed that those who want to avail their new service can watch movies and television shows instantly either within a web browser or it get it streamed down straight to Sony televisions equipped with an internet video link.

A really enticing feature is that that the films and television show viewed through Amazon's 'Video On Demand Service' will be totally free of advertisements. The Amazon had launched Amazon Unbox two years ago and it is this that has been renamed Amazon Video On Demand. While Unbox was limited to selling digital downloads of films and television shows, the new Amazon service puts the accent on paid-for streaming.

Roy Price, the director of Amazon Video On Demand Service, says that the viewers especially demanded to launch a video watching service that curtails the downloading process. As such, their new Video On Demand Service was live. Amazon's new service can also be availed through a Tivo digital video recorder and a Microsoft Xbox 360 games console connected to a television.