The device, code-named “Cinnamon,” would make it easy for users to stream Amazon Prime videos to their TV sets — and could handle apps and content including music and games from other Web services — the Wall Street Journal says citing “people briefed on the company’s plans.” Indeed, Amazon has given potential allies including cable television programmers a mid-October deadline to come up with apps. The goal is to have it ready to sell for the holidays. So it’s a go? Maybe. Amazon’s box also might be “shelved or delayed due to financial, performance or other considerations,” the paper says. It also doesn’t know how much it will cost and whether Amazon will have a separate remote control, or enable buyers to control if from their tablets and smartphones. Google’s $35 Chromecast streaming media player is Amazon’s top selling electronics device. This week it began to stream Hulu Plus in addition to Netflix and YouTube videos. “Increasing the penetration of streaming video devices with incredibly easy interfaces will reduce time spent with linear, multichannel television,” BTIG’s Richard Greenfield observed this week.

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