11.50 Europe/London, July 28, 2011 By Julian Clover

Push Button Holdings Ltd, which develops interactive applications for connected TV, has been acquired by Amazon. The company played a key role in the development of the Lovefilm player. The electronic movie rental service was purchased by Amazon earlier this year.

“Pushbutton has a strong reputation for delivering amazing user experiences on connected devices,” said Greg Greeley, Amazon’s Vice President of European Retail. “They were instrumental in helping launch the Lovefilm player through a variety of devices, and we look forward to helping them continue to innovate on behalf of customers.”

Pushbutton has also worked with BT Vision, BBC, National Geographic, Virgin and RTL Group.