Yesterday Microsoft announced that content from almost 40 new media partners will begin rolling out on Xbox 360 in over 20 countries before Christmas.
The impressive list of partners includes the BBC, Lovefilm, Channel 4, HBO and Verizon, who will provide a mixture of live and on-demand TV, movies, sports and music.
Microsoft said the deals heralded "a new era in television... where your entertainment becomes instantly searchable, easily discoverable and enjoyable in extraordinary new ways from a single device - Xbox 360".
Don Mattrick, president of Microsoft's Interactive Entertainment Business, said of the new offerings: "Today's announcement is a major step toward realising our vision to bring you all the entertainment you want, shared with the people you care about, made easy.
"Combining the world's leading TV and entertainment providers with the power of Kinect for Xbox 360 and the intelligence of Bing voice search will make TV and entertainment more personal, social and effortless."
Specific pricing and launch details have yet to be confirmed.