In an effort to win the market for streaming devices integrated into televisions that until now is mainly dominated by Roku, Amazon partnered with Toshiba to bring back its Fire TV Edition TVs, but adding a new feature: support for Dolby Vision for Dynamic HDR, in addition to having Alexa's skills again.
The company made the announcement about the new 4K TVs at Dolby Soho, a New York boutique that is advertised as “the immersive experience space for Dolby Vision” and where Dolby can showcase its HDR technology. The companies also announced the launch of pop-up stores where New Yorkers will be able to experience shows and movies in the ultimate glory of Dolby Vision.
The new Fire TV Edition TVs are manufactured by Toshiba and will be sold through Best Buy and Amazon stores. At the event, the company exhibited a 55-inch model that is already available for sale, but the 50-inch and 43-inch models will be available on June 30.
Amazon claims that, in addition to the addition of Dolby Vision HDR to show the growing collection of Dolby Vision content from Amazon Prime Video, Netflix and others, the Fire TV interface is also better, adding more dynamic visual elements as progress is made in the content.
This is not the first Fire TV device with this technology that Amazon has launched, since its small Fire TV Stick 4K was already compatible with Dolby Vision. However, this latest move seems to be a direct response to the proliferation of popular Roku TVs that offer a combination of Roku's intuitive streaming interface and (you guessed it), Dolby Vision and HDR compatibility, with 4K Ultra resolution HD for excellent picture quality on a TV that doesn't cost a premium price.
In addition to Dolby Vision HDR, the new TVs offer easy access to Alexa, something that Roku TVs cannot compete with. You can access the digital assistant through the included voice remote control, which allows you to start applications, use voice search for your favorite programs and movies, change tickets, and even control smart home devices, all with your voice through Amazon assistant.
TVs may not have access to as many applications as their Roku counterparts, but Amazon is promoting a solid collection of integrated applications, including popular options such as Netflix, Hulu, HBO, Showtime, Starz and, of course, Amazon Prime Video .
You can now buy the 55-inch model of the new Fire TV Edition on Amazon for $ 499 dollars, or wait until the end of the month to get one of the smallest sizes.