The TWC TV app for Xbox Live, which was announced back in June, is now available for download from the Xbox Live Marketplace. Microsoft’s partnership with Time Warner Cable is a significant part of its efforts to position the Xbox 360 as the definitive one-stop solution for TV and movie streaming, and demonstrates the company’s continuing commitment to the console even as it prepares for the Xbox One’s launch later this year.
Now available to viewers with an existing Time Warner Cable subscription in the U.S. as well as an Xbox Live Gold membership, the TWC TV app will allow users to access up to 300 TV channels, including AMC, BBC World News, Bravo, the Cartoon Network, CNN, Comedy Central and the Food Network, depending on their specific subscription. It also enables users to navigate through TV shows, music and movies using voice and gesture control through the Kinect peripheral.
Xbox 360 owners already have access to apps from content providers including Netflix, Hulu Plus and Amazon Instant Video, as well as streaming live TV through networks like HBO GO, Fox News, NBC News, MTV and Nickelodeon.
Microsoft’s efforts to take its Xbox consoles beyond gaming will continue with the Xbox One, which already has a partnership with the NFL for exclusive content and fantasy football integration, and will also feature access to an exclusive TV series based on the Halo video game franchise that will be directed by Steven Spielberg.
Though the Xbox’s move away from its original gaming base stirred up controversy, it underscores how important streaming video is for tech companies as they compete to take over the living rooms of customers. Earlier this month, for example, Apple’s purchase of video recommendation site Matcha.tv was disclosed, a move that is in line with the company’s recent efforts to add new content and channels to Apple TV. Nintendo’s Wii U added access to Hulu Plus last year, while Google’s $35 Chromecast HDMI dongle works with apps like Netflix, YouTube and Google Play Movies and TV.