Xbox Live Gold members can access up to 300 channels through the app, dubbed TWC TV, depending on the subscriptions of Time Warner Cable customers. Available live channels include AMC, BBC World News, Bravo, Cartoon Network, CNN, Comedy Central, Food Network and HGTV.
Customers can use Kinect voice and gesture controls to pick shows, movies and music. The app includes a TV guide and the ability to filter search content by shows, channels and genres. Users can also see what their Xbox Live friends are watching and access genre-based radio stations.
This comes in response to increasing demands from customers for more flexibility in how they can watch television programming, the company said.
"They want more ways to be able to watch TV on more devices, and we can do that," said Mike Angus, Time Warner Cable's senior vice president and general manager of video.
Meanwhile, Xbox 360, which counts 76 million consoles sold to date, has evolved from a multiplayer online gaming device to a major content delivery system.
"We’ve now gone into an entire different stratosphere of how we enhance the experience for our users," said Blair Westlake, corporate vice president of Microsoft's media and entertainment group.
The companies announced in June that they were going to launch TWC TV.
Microsoft said it is working with Time Warner Cable to offer on-demand programming in the next six months.
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