Skip to main content to stream entertainment to the living room rolled out a new online store last week that lets a select group of users stream movies and television programs directly to their TVs, The New York Times reported July 17.

Amazon Video on Demand will eliminate the need for users to wait for downloads to complete before they begin watching, something that was not possible with the company’s initial foray into Web sales and distribution of entertainment.

According to the article, with the exception of Disney and ABC, which have a close distribution relationship with Apple, most studios and networks are onboard to distribute their content via Amazon Video on Demand.

Amazon has reached a deal with Sony to build access to the on-demand Internet video service into its Bravia line of HDTVs, the paper said. However, initially a stand-alone $300 Internet box from Sony that connects to existing Bravia HDTVs will be required, it reported. Amazon has expressed interest in striking similar deals with other HDTV makers.

The Amazon announcement follows an announcement in May that Netflix is making its online library available for streaming to television sets connected to the Netflix Player by Roku.

Amazon Video on Demand will be come available to a broader audience later in the summer, the paper reported.