The new Amazon Fire TV is displayed during a media event introducing new Amazon products in San Francisco, California September 16, 2015. Amazon on Thursday rolled out a line of tablets and revamped Fire TV gadgets. The $99.99 Fire TV set-top box integrates its cloud-based virtual assistant Alexa, allowing viewers to check the weather, look up sports scores and play music. Photo taken September 16, 2015. REUTERS/Beck Diefenbach