MUMBAI: Online retail giant Amazon.com is considering the launch of a service that would allow visitors to download movies and television shows.

Media reports indicate that the move is aimed at offering an alternative to Apple's iTunes. Amazon is believed to be in talks with Paramount, Universal and Warner Bros for the store.

The market for video downloads has gained momentum due to broadband penetration growing. Apple has been strengthening its iTunes offerings. The company just launched a new subscription service that lets consumers purchase TV shows through a monthly subscription.

AOL, meanwhile, also has been active in expanding its media offerings, creating a service through which users can download videos and other entertainment content. The company is also busy developing its own online TV properties. All of this comes as a challenge to the traditional retail outlets.

Reports further indicate that Amazon.com's store is expected to allow users to buy, burn and keep DVD's and differ from Apple’s current policy on its American store by only allowing visitors to download for viewing on the computer or iPod video.