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Fire TV Lights Up Single-Sign-On Feature

In a move that aims to simplify and streamline the TV Everywhere authentication process, Amazon has begun to roll out a single-sign-on (SSO) feature for Fire TV devices.

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Amazon, which hinted at the SSO feature last fall with the intro of a new Fire TV model, is supporting SSO on a select number of TVE apps from programmers for consumers who get pay TV service from certain MVPDs. The feature lets viewers use all of those supported apps after inputting their TVE credentials once.

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Out of the chute, SSO on Fire TV will be supported by TV Everywhere apps from Freeform, Syfy, USA, Bravo, E!, Telemundo, CNN (CNNgo), A&E, History, Lifetime, TCM, HDTV, Food Network DIY, Travel Channel, Cooking Channel,  AMC, BBC, and Hallmark. Support for apps from TBS and TNT is coming soon. Amazon said SSO is being rolled out to individual apps “over the next several hours.”

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Amazon noted that SSO on Fire TV works with most pay TV providers that support the feature via Adobe Experience Cloud, including Dish Network, DirecTV/AT&T, Verizon Fios, Cox, Optimum (Altice USA) and others. 

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Comcast currently does not support SSO on Fire TV, though Comcast video subs can apply their credentials to use the individual network apps on Fire TV.  

Amazon said it’s working on adding more partners for SSO on Fire TV. Apple has also been working to broaden adoption of its SSO capability for iOS and Apple TV devices.