Amazon is said to be investigating launching a dedicated live TV service, according to US media reports.

Bloomberg reported that the electronic retailer, that already has a range of streaming devices, was in ‘preliminary stages’ with networks NBC and CBS.

Earlier this year it was reported that Apple was also planning a live TV service in the United States, but by August the project was said to have been put on hold.

The somewhat curious nature of the venture is that the introduction of a live service is something of a mismatch with the perception created by streaming services that the world is on demand.