Amazon’s Kindle Fire — the company’s first tablet computer — is set to debut today, and the company has been aggressively signing up partners for programming content to make it competitive with other portable devices, reports Deadline.com.

Recent deals have added Fox and CBS content to the lineup, while other TV and film deals are in place with NBCUniversal, Sony and Warner Bros.

The new device won’t ship until the second week of November, adds TechCrunch.com, which says the Kindle Fire will be a 7-inch backlit tablet that looks like the BlackBerry PlayBook.

The device will have its own version of Android and will include a streaming video service that will be a key part of the device, TechCrunch notes. It will also rely on Amazon.com’s MP3 service and the Kindle bookstore, the piece adds.

"But Amazon realizes that the Kindle Fire is entering a competitive market dominated by the iPad, and could flame out if consumers see it as just an Amazon buying machine," Deadline.com points out.