The 14% of teen and college men who own an Xbox 360 will soon have the opportunity to download television shows and movies to their next generation consoles. With the announcement, Microsoft becomes the latest technology company to join a growing list of distributors including most of the major cable companies and of course, the godfather of video downloading, Apple. Microsoft says it has already lined up 1,000 hours of material from companies including CBS, MTV, Warner Bros. and Spike TV. I think it is safe to assume that the overwhelming majority of the content offerings will appeal directly to 18 to 34 year old men, not coincidentally the target demographic for the Xbox 360. Of course the value proposition of this video downloading offering is the fact that there is no computer involved...the Xbox is already hooked up to the television, thus putting Microsoft in the same class as a cable company instead of pure play tech like Apple.
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