Xbox Live is set to get a major televisual revamp before Christmas with all the major programming players in the UK due to launch Xbox based entertainment services.
Everything from 4oD and the BBC to Lovefilm and even Blinkbox and Channel 5 will be arriving on Xbox Live. This brings a total of more than 40 entertainment providers now involved globally with Xbox.
Sky already have a significant and highly successful presence on Xbox but expect the new 4oD and BBC offerings to offer some potential competition.
Channel 4 will launch a 4oD app for Xbox Live that will operate largely like its desktop client, allowing you to catchup on tv shows as well as watch older content.
The LoveFilm app should behave largely like that of the PlayStation 3 s, allowing members to stream on demand video to their console.
Microsoft went a bit entertainment partner mad, so much so that there are just too many to list here. If you fancy seeing a full list of Xbox Live entertainment providers then head over to the Xbox website.