In yet another sign of how SVOD is upending the traditional TV industry, Amazon has announced this morning that renowned film director Woody Allen has signed on to create his first-ever TV series. Amazon ordered a full season of the half-hour series, named "Untitled Woody Allen Project." It will available in Prime Instant Video in the U.S., U.K. and Germany at launch. No additional information on release date, casting or subject matter was released.

In typical Woody Allen fashion, he is quoted in the press release saying "I don't know how I got into this. I have no ideas and I'm not sure where to begin. My guess is that (VP of Amazon Studios) Roy Price will regret this."

The Allen series announcement comes on the heels of Amazon's big Golden Globes night, in which its series "Transparent" won Best Comedy and its star Jeffrey Tambor won best actor - TV Comedy. As I wrote yesterday, Amazon, along with Netflix, Hulu and loads of other OTT players are beginning to emerge as bona fide alternatives to TV, rather than supplements. For A-level talent, the top draw of working with OTT providers is creative freedom vs. traditional TV.

The evidence of this transformation is becoming evident in the form of declining TV ratings and ad revenue, along with an escalating level of cord-nevers. One thing that hasn't yet been seen is a material increase in cord-cutting. However, as OTT programming continue to improve, with more pay-TV households spending more time with OTT, it seems almost inevitable that cord-cutting will increase as well.