May 2 (Reuters) - Amazon.com Inc unveiled a new effort to develop original comedy and children's TV shows to distribute over the company's video streaming service.

The move is part of a broader push by Amazon to produce its own content, including video and e-books, to sell to its millions of customers over the Internet.

The world's largest Internet retailer said people will be able to submit ideas for television series to the website of its Amazon Studios unit. Amazon said it will option one new project per month and add it to a development slate where it will be tested for viability with an audience.
The unit has received more than 700 test movies and 7,000 scripts so far, and 15 movie projects are under development.

The new focus on TV shows broadens this effort. Amazon said on Wednesday that the TV series project is led by Joe Lewis, previously with 20th Century Fox and Comedy Central, and Tara Sorensen, who came from National Geographic Kids.

Within 45 days of getting pilot TV scripts, Amazon said it will either extend an option on the project for $10,000 or ask the creator to put the idea on the Amazon Studios website.

If the company decides to distribute a full-budget series, the creator will get $55,000 and up to 5 percent of Amazon's net receipts from toy and T-shirt licensing, and other royalties and bonuses, the company said.
Read More: UPDATE 1-Amazon unveils effort to develop original TV shows | Reuters

With all the threats from the cable heavy content providers this is the natural progression for internet TV. It's a double edged sword. If people end up not caring about traditional cable content because there is good original content on Amazon or Netflix the traditional players will be forced to play ball to keep their audiences.