They own one of the most scalable networks in the world, and have been the biggest seller of video content for some time, so it probably makes good sense for Amazon to become a broadcaster, if recent reports are to be believed.
OK, they're actually launching a TV subscription on demand service on the back of their acquisition of LoveFilm, but how long will it be before Netflix and this service add scheduled channels, or the ability to create playlists ?
Such is the threat from this direction that there are questions about Hulu's ability to aggregate content with the same ease as they have managed in the past, especially since it seems more and more likely that their umbilical with Comcast/NBCU will be broken in the near future.
The new broadcasters are before us and the old world broadcasters should be very afraid, especially when the new broadcasters start to tie up deals with Facebook.