Amazon recently launched two new Fire TV Sticks and completely revamped the Fire TV UI to offer users a more personalized experience. The new Fire TV Stick and Fire TV Stick Lite are scheduled to go on sale in India later this month. And just a few days ahead of the first sale, the company has now announced that it's bringing Live TV support to Fire TV in the country.

The feature adds a 'Live' tab on the navigation page and an 'On Now' row on the Fire TV home screen. In these new sections, users will be able to access Live TV channels from content providers like SonyLIV, Voot, Discovery+, and NextG TV. It will soon support live channels from Zee5 as well. Live TV on Fire TV will give users access to channels like Sony SAB HD, Colors HD, SET HD, Nick HD+, Dangal, DD National, News18 India, MTV Beats HD, SONY BBC Earth HD, Mastii TV Music, and Discovery.

Users who have subscribed to the services of any of the content providers mentioned above will see the 'On Now' on the Fire TV home screen, with a red bar at the bottom of each thumbnail indicating the real-time progress of the show. The feature also supports Alexa voice commands, and users will be able to access their favorite channels by saying commands like "Alexa, Watch Colors HD."

Furthermore, users will also gain access to the Fire TV channel guide. The guide will be available in the Options row of the Live tab. Fire TV Lite users will be able to access the guide by pressing the guide button on their Alexa Voice Remote Lite.

Speaking about the new Live TV support, Parag Gupta, Head of Amazon Devices in India, said, "Since launching in India, Fire TV has been offering a vast selection of on demand movies, TV shows, popular apps and features to customers. With Live TV integration, we are making this experience even better by providing instant access to popular, real-time content for our customers without having to switch inputs. It enriches the content experience by streaming live TV on the much-loved Fire TV interface, just by asking Alexa. Amazon will continuously expand this selection and offer the best of live TV experience to our customers."

The addition of Live TV support to Amazon's Fire TV spells trouble for India's already declining cable TV industry. The steep rise in the adoption of OTT platforms during the lockdown seems to have cemented the fate of cable TV in the country.