Amazon On Demand strengthens ties with Panasonic

While Netflix and Blockbuster have been fighting loudly over their streaming technologies of late, Amazon’s Video On Demand service has sat relatively quiet in the background. Not anymore.

The company and Panasonic today unveiled an extension of their a partnership, with Amazon’s streaming service becoming available on all Viera Cast-enabled Blu-ray Disc players effective immediately. The software update was pushed live earlier today.

The two companies previously teamed in April, adding Amazon's Video on Demand to Viera Cast enabled HDTVs.

The extension will give owners of the company’s Blu-Ray players (including the portable Blu-Ray Panasonic recently introduced) access to 45,000 commercial-free titles, both film and television.

Panasonic has been actively pursuing Internet-based partners for its Viera Cast system, with YouTube, Picasa and Bloomberg already on board. It underscores the growing importance of internet-enabled devices – and the threat they pose to both traditional broadcast and cable networks.