Michelle Clancy ©RapidTVNews | 28-07-2011

Amazon.com has acquired Pushbutton, a connected TV specialist that is a major content partner for the UK's connected TV consortium, YouView, and an app developer for LOVEFiLM, which Amazon bought back in January.

The acquisition also brings in-house some already contracted-for functionality: Pushbutton built the LOVEFiLM streaming video apps for Sony Internet TVs and Samsung Smart TVs, along with the PS3. LOVEFiLM, the European equivalent of Netflix had already signed a partnership with the company to be its IPTV app development partner going forward.

"Pushbutton has a strong reputation for delivering amazing user experiences on connected devices," said Greg Greeley, Amazon’s vice president of European retail, in a statement. "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."

That certainly means embracing more connected devices. "With Amazon and LOVEFiLM’s support, we look forward to offering our clients, as well as their customers, even more ways to access digital services in the future," said Paula Byrne, Pushbutton's managing director.

Terms of the deal were not disclosed.