TW Cable Flips Switch on Xbox 360 App

MSO Streams Up to 300 Live TV Channels, With VOD On the Horizon

Time Warner  Cable has launched an authenticated app for the Xbox 360 that will initially offer “up to 300” live TV channels, including AMC, Bravo, BBC World News, Cartoon Network, and HGTV, and will add VOD titles to the mix at a later, still undisclosed date.

The launch comes about a month after TWC and Microsoft announced a “landmark deal” to bring the MSO’s TV Everywhere app to the Xbox 360, and to lay the groundwork for future offerings on the Xbox One, a new console that Microsoft’s slated to launch in November for $499.

Because it’s authenticated, the TWC TV app for the console only works for consumers who subscribe to the MSO’s pay TV service. They’ll also need to have a subscription to Xbox Gold Live, which runs $5 per month with a 12-month subscription.

The TWC TV app provides access to “genre-based radio stations,” a filter that allows users to search by shows, channel names, and genres, and integration with Kinect, the Xbox 360’s voice- and gesture-based navigation system.

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“We’re working with TWC to make Xbox 360 the first streaming device offering customers access to both TWC broadcast television and Time Warner Cable On Demand,” Microsoft said.

Among other apps from the pay TV universe, the Xbox 360 also supports a live TV streaming app from Verizon FiOS TV, a version of Comcast’s Xfinity on Demand TV Everywhere app, HBO GO and Watch ESPN.

Looking further ahead, TWC has previously said it is “eager” to integrate services with the Xbox One. The MSO has yet to elaborate on the specifics, but, early on, Microsoft has indicated that it will look to overlay its own guide on live subscription TV feeds by tethering the console to an MSO-supplied set-top using an HDMI connection.

For TWC, the Xbox 360 is the latest device to join its TV Everywhere lineup. Late last month, TWC launched an app for Samsung Smart TVs that will initially offer about 5,000 VOD titles, with plans to add live TV streaming by the end of 2013. The MSO has also launched the TWC TV app on Apple iOS and  Android devices, on the Roku, and on PCs and Macs (via the Web site).

Last month, Bloomberg reported that TWC was nearing a deal to bring its app to the Apple TV device, which recently added support for HBO GO and Watch ESPN.