Will Microsoft compete with Google and Apple for the television business?

Every day it seems to be more evident that Microsoft is not willing to lose its footing in the development of the multiplatform television content distribution business. Now, the North American giant has announced at the E3 fair that live television will come to its Xbox 360.

Every day it seems to be more evident that Microsoft is not willing to lose footing in the development of the multiplatform television content distribution business in the face of the competition that Apple and Google will pose.

Although both companies are encountering real problems in the development of their hybrid connected television projects, both due to the reluctance of broadcasters fearful of losing ground and due to the large majors that want to avoid piracy at all costs, everything seems to indicate that Microsoft is willing to face them and position itself in an emerging and strategic sector.

Now, at the E3 fair that concludes this Thursday in Los Angeles, Microsoft vice president, Marc Whitten, stated that this will be the year of the arrival of live television to the popular Xbox 360. For now, and although there are very few details that Microsoft has revealed about its negotiations with broadcasters and majors, you do already know that it has closed a strategic alliance with YouTube. Microsoft has announced its commitment to expanding access to live television on Xbox 360 to both North American and global providers.

Right now, Xbox Live subscribers already have access to Video on Demand provided by Netflix and Hulu, as well as a number of very limited services offered by Microsoft Zune.

The strategy, as is already the case in some European countries such as France with Canal+, would be to collaborate with the current platforms to turn the Xbox into a true bridge for hybrid TV.