Amazon has taken a significant step to offering a viable cord cutting alternative by adding live premium channel search functionality to Fire TV devices, as well as a dedicated On Now EPG for Prime subscribers. The new features are available for channels including HBO, Cinemax, Starz and Showtime. Roku has launched Ad Insights, an ad measurement toolkit for linear TV and OTT video. More metrics have been added for tracking campaigns – providing insights and feedback for marketers, content owners and TV networks. South East Asian OTT service YuppTV is supplying its white-label video platform to Indian spirituality network Aastha TV, powering its first foray into OTT content via desktop, mobile and connected TVs. On-demand programs from the previous nine…