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Lookout Roku & Apple Tv, Amazon’s fireTV is coming in hot

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Amazon wants to be the brain and the heart inside your big screen TV.

On Wednesday the company introduced a small black box called Amazon fireTV that enables television sets to access Internet programming, including streaming shows from its Amazon Prime subscription service, and a giant library of video games.

The device will cost $99 and will start shipping immediately.

With it, Amazon will compete head-on both with streaming gadgets like Apple TV and console makers like Microsoft and Sony.

All of these companies, in various ways and for various reasons, want to supplement — and, over time, possibly replace — the set top boxes from cable and satellite companies that sit in most living rooms.