Amazon.comInc. is in initial discussions with the broadcasters to add their channel brands and programs to the Amazon Prime InstantVideo service, The Daily Telegraph(London) reported April 12, citing industry sources.

The e-commerce giant reportedly wants to replicate its U.S.Streaming Partners Program in the U.K., as well as make its streaming serviceand Fire TV set-top box a better alternative to and services offered bySky plc andLiberty Global plcunit Virgin Media Inc.

It is believed that ViacomInc., UKTV, WaltDisney Co. and DiscoveryCommunications Inc. would offer their pay TV channels as anoptional extra for Amazon Prime Instant Video subscribers. However, the pay TVchannels have reportedly asked Amazon to bundle the channels together in asubscription add-on package.

Amazon also held content talks with , which means livesports events could be aired on Amazon Prime Instant Video.

UKTV is jointly owned by the 'sBBC Worldwide Ltd.and Scripps Networks InteractiveInc.