Sideloading typically refers to media file transfer to a mobile device via USB, Bluetooth, WiFi or by writing to a memory card for insertion into the mobile device. Until the last fee days Amazon did not have the latest version of the view product on their purchase site. that has changed but it may not be considered available for their device or be recommended? So you would load the program to an SD card from the web and load it to the device.
People have had success sideloading xbmc and playing back HD as far as I can tell on Fire TV. http://www.silicondust.com/forum2/viewt ... 47&t=17056
It takes some work to get this running with a guide list where the View app is a plug and play item.
Who are you with as an SP that is delivering h.264 [location too please]?