Amazon, Roku, and the battle for your TV

Photo by Tom Warren / The Verge

Perhaps the biggest news out of IFA so far is that Amazon has partnered with Grundig, JVC, and Toshiba to launch a ton of new televisions that run Amazon’s Fire TV software. The Grundig models (not coming to the US) are particularly interesting, as they’re the first with OLED, one of which is fitted with far-field microphones so you can speak to Alexa directly on your TV without needing another device.

I say it was “perhaps” the biggest because I was initially torn between two feelings about the import of this news. The first thought was “Ho Hum more midrange TVs that run Fire TV.”

The second thought was “Wow Roku was just starting to see some success with the strategy of getting its software directly on TVs and here comes Amazon, hard…

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