Amazon, a web retailer company, will introduce a new online store of TV shows and movies on Thursday, called Amazon Video on Demand. The benefit of this new offer is the customers of Amazon’s new store will be able to start watching any of 40,000 television and movies programs immediately after ordering them. It possible because they stream, just like programs on a cable video-on-demand service.

The service is different from most Internet video stores, such as the original incarnation of Amazon’s video store and Apple’s iTunes, which require users to wait as video files are downloaded to their hard drives.

Amazon has also struck a deal with electronics-giant Sony to place its Internet video store on the Sony Bravia line of high-definition TVs. According Bill Carr, Amazon’s vice president for digital media, Amazon would pursue similar deals with other makers of TVs and Internet devices. Amazon Video on Demand will be accessible to a limited number of invited Amazon customers on Thursday before it opens more broadly to other users later this summer.

TV shows and Films from almost all television networks and the major studios are available for rental or sale to Amazon’s users in the United States. Those offers are at varying prices, it is depending on the program.