Amazon is introducing a new ‘Live’ tab in the top navigation menu on all Fire TV devices, making it easier than ever before for customers to discover their favourite live TV apps and content.

The ‘Live’ tab builds upon the existing live TV experiences on Fire TV, making it simpler for customers to find and download new apps, browse through and quickly access the content they subscribe to, manage Live TV settings, access the integrated channel guide, and more. The ‘Live’ tab gives customers a single destination for all their favourite live over-the-top television, over-the-air channels, as well as access to all of their favourite Prime Video Channels and Prime Video Live Events.

My5 and TV Player are the first third-party services to integrate into the new ‘Live’ tab, which collectively give customers access to popular channels including BBC, ITV, Channel 4 and more. In addition, Prime Video Channels and Prime Video Live Events are fully integrated, meaning customers can access and browse live content from Eurosport, Discovery and more with a paid subscription.

Amazon is working to expand the number of integrated third-party apps and services on the ‘Live’ tab with the integrations designed to bring content out of apps and into the Fire TV user interface, letting customers quickly browse through all of their live TV options across their favourite different sources.

The ‘Live’ tab will begin rolling out to customers today and will be available on all Fire TV devices in the UK over the next several weeks.