****Strictly Embargoed Until 00:01 29th May 2009****

Millions of entertainment fans will soon have the way they watch TV transformed, as Xbox 360 and BSkyB announce an exclusive partnership which will enable, for the first time ever, live television to be watched through a games console.

In an entertainment first, BSkyB’s ‘Sky Player’ will come to Xbox LIVE in September meaning Xbox owners will be able to watch Sky’s major channels through their broadband connected console. The announcement will be massive news for sports fans in particular as, along with hundreds of hours of on-demand recorded TV, it will also enable them to enjoy all the action as it happens by streaming live coverage of major football matches and other sports events via Xbox LIVE.

The news, officially unveiled today in Central London by the face of Sky Sports News Georgie Thompson, reveals there will be a number of different ways to enjoy the Sky content through Xbox LIVE. For a new customer joining Sky through their Xbox, Sky Player TV will offer a wide range of channels and on-demand content via a number of different subscription packages. These customers will also be able to access their favourite shows on a pay-per-view basis.

In addition, there will be a range of interactive services available uniquely to the Xbox LIVE / Sky Player offering. For Sky Sports for example, this will mean that live coverage will be supported by range of applications to enhance the viewing experience further. As well as fans being able to communicate with one another in real time via their broadband connections, they will also be able to check news and access fixtures, league tables and other on-demand information. Interactive applications will also be developed across other programmes genres.

Sky Player joins Xbox LIVE’s ever-expanding interactive online offering spanning on-demand films, music videos and games. It also enables users to communicate wth each other via live video chat and MSN Messenger, beating console rivals to cement Xbox 360 as a true pioneer of home entertainment.