BBC content, Channel 4’s on demand service, Channel 5 and LoveFilm are amongst the biggest services now coming to Xbox 360.
The services are due to be rolled out over the next three months and will take the number of TV and entertainment providers available on Xbox Live to over 40.
Some of these services are free and do not require an Xbox Live Gold membership to be used. Many have also been adapted to use Xbox’ unique selling points, such as Kinect.
"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,” said Don Mattrick, president of the Interactive Entertainment Business at Microsoft.
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.”
New services due for the UK include:
"This is an exciting and important deal for our customers and is the next move in LoveFilm’s strategy of helping as many homes as possible connect to our service," says LoveFilm CEO Simon Calver.
"We want to be the first choice for UK and German customers to get the best entertainment. Xbox LIVE already has a large consumer base of all ages – all of whom will now be able to connect with our great content, whether TV series’, exclusive digital films or DVDs, Blu-rays and games by post, all for one simple price.
"We are pleased to announce this partnership as both parties really focus on giving customers exciting and innovative services. We are proud to be a part of Microsoft’s expansion into the entertainment space and confident it will help fuel our ambition to become Europe’s largest membership entertainment service."
Sarah Milton, Head of VoD at Channel 4, said: Continuing our strategy of making content available, on demand, where our viewers most want to watch it, we’re delighted to be able to offer 4oD on Xbox 360 – Britain’s best-selling console in 2011."