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Amazon rolls out free Roku-like TV channels for Fire devices

Content partners include the NHL, the PGA, TMZ and Xbox.

Beck Diefenbach / Reuters

Amazon just announced the impending launch of Fire TV Channels, allowing customers access to a wide variety of “premium, free content” on Fire streaming sticks, streaming boxes, and, of course, Fire-branded televisions. The company promises there will be no forced sign-ups or fees associated with this content.

Just like the similar offering from Roku, there looks to be plenty of free content to wade through here. There are channels for local and national news, sports, travel, cooking, music videos, old TV shows and just about everything else. Amazon announced content partnership deals with professional NHL hockey, PGA golf, gossip site TMZ, ABC News and media giant Condé Nast, among others. All told, the company says it has lined up over 400 publishing partners ready for the summer launch.

This is an ad-supported service, so if you have an aversion to that dang Liberty Mutual song, look elsewhere for content. Amazon already offers some FAST (free ad-supported TV) channels, but this is a major boost for the platform. Additionally, there will be an easily accessible “Free” tab right on the home screen of all Fire devices for instant perusal. This tab breaks down into more category-specific menus.

“With Fire TV Channels, we’re delivering a simple, category-based experience that makes it easy to discover what you want to watch while constantly expanding content offerings.” said Charlotte Maines, director of Fire TV advertising, monetization, and engagement.

The company says that channels will feature live content, linear content and VOD content. It also says that new stuff will be added throughout each day, so binge, baby, binge. Amazon is not the only player in the FAST space. Along with the OG Roku, Google recently announced its own 800-channel offering.