Using your HLS streaming example (at this address: http://www.jwplayer.com/company/partners/azure/) I've noticed that seek time (forward or backward) seems to be rather long (like from 5 to 10 seconds).
My name is Alex and I am one of the Support Engineers at JW Player. I will be more than happy to assist you with your questions.
Can you elaborate on what you mean by “seek time”? Do you mean clicking and holding on the scrubber and moving it to seek? If so, I have just tested it and it seems to be seeking instantly for me. Please also note that the page you linked has the previous version of our player embedded on it. If you want to see an example of JW Player 7, our latest version, you can do so at http://demo.jwplayer.com/stream-tester.