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Amazon won its first Golden Globe with the series “Transparent,” marking a first for the online video service.

The win for best TV series, musical or comedy, marks the first Golden Globe for Amazon, the online service that competes, along with Netflix, against traditional cable and television networks. The series, starring Jeffrey Tambor, follows a father who tells his family he identifies as a woman.

The award was handed out Sunday in a live NBC telecast from Beverly Hills, Calif.

Studios spend millions of dollars competing for the Golden Globes and next month’s Academy Awards, and time the release of their most artistic projects for awards season. The attention can translate into ticket sales. Nominations for the Oscars, the industry’s most prestigious awards, will be announced Jan. 15.

Netflix’s “House of Cards” was nominated in a category including shows from CBS, HBO, Showtime and PBS.

Before the show, Netflix executive Ted Sarandos and Amazon’s Roy Price snapped a selfie together that was posted on Instagram.