Amazon.com's foray into video streaming will take another turn tonight when the online giant premiers its first live show. The program is not just entertainment, but is designed to sell product.
Unlike other streaming offerings that are provided on-demand, Style Code Live will stream live weeknights at 9 ET/6PT. It will cover fashion and beauty, featuring interviews with style experts.
It will also show products that viewers can purchase and make it easy to buy them at Amazon.com. Unlike Amazon's other video offerings, Style Code Live will be free to all viewers. You can access it here.
Three hosts
The program will feature three hosts – Lyndsey Rodrigues, Rachel Smith, and Frankie Grande. Rodrigues has hosted shows including MTV’s Total Request Live and has interviewed a range of film and music stars. Smith is a correspondent at ABC News for Good Morning America and Nightline. Grande is a television personality and theatre actor who has appeared on CBS’s Big Brother 16.
Amazon says the show will have interactive features such as live chat, allowing audience members to join the conversation or pose questions. It will also prominently display products available through Amazon.
A “Style Carousel” directly under the Style Code Live player constantly updates to highlight products available on Amazon as they are featured in the show.
Natural evolution
The program is perhaps the natural evolution for a company that is firmly embedded in both the media and retail worlds.
“Our customers love fashion, and have wanted a place to keep up with new trends and get expert tips. We created Style Code Live for them, and we are just getting started with this show,” executive producer Munira Rahemtulla, said in a statement. “The team can't wait for tonight’s premiere.”
Amazon hopes to compete with HSN, QVC, and ShopNBC, three of the major shop at home television networks. According to Racked.com, HSN sold $2.5 billion in merchandise in 2014.