Amazon is betting big on the television advertising market as it plans to launch an ad-supported video streaming service for its Fire TV device owners. According to the people familiar with the matter, the service will be called Free Drive and it is separate from the company’s subscription-based Prime Video service.While rumours of such a service being in works surfaced last year as well, however, the company, at the time had denied all the rumours saying that it had no plans of creating a free, ad-supported version of Prime Video. But now we have detailed information about Amazon’s upcoming service.As per a report by The Information, Free Drive will not be a free version of Prime Video, but it will function as a separate entity with a content that is different from the one that is already available on Prime Video. The new service is being developed by the company’s IMDB subsidiary and it is in talks with major studios for licensing older TV shows to fill out the service’s initial library.The new service is in line with Amazon’s decision of removing ad-free viewing feature for Twitch Prime members. For reference, Twitch Prime membership will no longer include ad-free viewing as a complementary perk starting September 14.Furthermore, the reports says that the company is also increasing advertisements during the sports broadcasts to draw more revenue from TV advertising.Meanwhile, the company is in talks with major Hollywood studios, including Sony Corp’s studio division and Viacom Inc’s Paramount Pictures, for developing original movies for its streaming service. Although the talks are still in early stages, the company hopes to attract more users to Prime Videos by roping in major Hollywood players.advertisementALSO READ: Amazon wants you to teach Alexa to speak in Hindi and other local languagesAccording to a report by Bloomberg, Amazon will be spending more than $5 billion on video programming this year and it is currently rebooting its Los-Angeles studio. Earlier this year, the Seattle-based tech giant hired NBC executive Jennifer Salke to lead Amazon Studio, all of which indicates that the company is amping up its game against its biggest rival Netflix, which at present leads the popularity chart.