Amazon unveiled Fire TV last week, stepping into the crowded set-top box ring with its own living room digital entertainment ecosystem. More than just a way to compete with Roku, Apple TV and other streaming devices, Fire TV kicks opens a gateway between video content and Amazon’s all-consuming retail offerings.

In conversation with the New York Times, Forrester Research analyst James McQuivey imagined a scenario in which “I’m watching a Jason Bourne movie. He’s on the run through Europe. The movie pauses and lets you move into an interactive game with Bourne. Or maybe he goes through Vienna, and you always wanted to go there, so here’s how you could plan a trip or at least buy a book about it. Amazon will know who to offer these deals to because those people are already in front of it at that moment.”

In this bold, new frontier, every moment of content consumption is a potential marketing opportunity. It’s a situation that Amazon now has the power to push onto users’ personal videos as well, thanks to Fire TV’s inclusion of an automatic video editing app called Magisto.

Based in Israel, Magisto’s service uses an algorithm to sift through uploaded video content and photos for faces, animals, landscapes, gestures and other images its programmers have deemed interesting. Users can pick a theme, slap on their own soundtrack or choose from the app’s in-house library, and voila, their unshaped footage is quickly converted into a polished one-minute clip worthy of sharing to the internets.

“The form factor of devices is no longer a limiting factor in how people consume media,” said Oren Boiman, co-founder and CEO of Magisto, in a statement announcing the Amazon partnership. “Professionally produced movie and television programming made their way to the digital world several years ago, but personal video has been conspicuously absent from the evolving TV experience, because, until now, it was difficult to make video content that was worth sharing. Magisto has changed that and now with Amazon Fire TV, our users can share their stories with the richness and grandeur that a large screen TV provides.”

It’s also a golden opportunity for Amazon to tap into those stories and create more targeted advertising than ever before, a development that poses some very interesting opportunities for content producers. A TV show brand, for instance, might partner with Magisto to make a clip available for viewers to integrate with their own clips – a prospect that poses nearly unlimited interactive possibilities. For example, imagine the fun to be had by, say, throwing a clip from “Game of Thrones” into the footage from your recent trip to Ireland, inserting some swelling orchestral music, and watching what Magisto’s robo-editing software churns out? The temptation for a viewer to mix a show’s world with the real world would be powerful; the temptation to share their results even more so.

But the most compelling reason to keep an eye on Magisto, as is often the case, involves a number: 30 million. That’s how many registered users, according to CNET, the service currently enjoys – a total, mind you, that preceded the unveiling of Fire TV, which brings Magisto within reach of many millions more.

How many marketing opportunities have the potential to directly yet unobtrusively engage 30 million people at a deeply personal level, who in turn have the power to share that engagement instantly?

It’s a rhetorical question – the answer is very few.

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