Epix CEO: Xbox Live App Is as Another Way of Serving Young Consumers

The premium TV joint venture will provide authenticated subscribers streaming access on the Xbox 360 to more than 3,000 entertainment titles.

NEW YORK - Epix, the premium TV joint venture of Viacom, MGM and Lionsgate, sees its addition to the Microsoft’s Xbox Live service on the Xbox 360 gaming console via an app on Tuesday as a chance to further serve younger consumers.

The company said its mission continues to be to reach every screen where audiences are looking for hit content.

Via an app on the Xbox 360 that is part of a broader launch of TV and entertainment apps on the console, Epix will start providing authenticated subscribers streaming access on Xbox 360 to more than 3,000 titles, including such new releases as Rango, Iron Man 2 and True Grit, as well as Star Trek, the Saw series and the James Bond franchise. Epix also offers original music, comedy and sports events. 

“As we become available on more popular and leading devices like Xbox, we will be able to build a relationship with a younger audience that will help drive business for our partners,” said Epix president and CEO Mark Greenberg.

"Reaching and serving the younger demo, which is an important part of how we regenerate the next generation of pay TV users, has been a key focus for us," he told THR. "When Napster appeared, music companies put their heads in the sand. We can't do the same…We're seeing the world move to apps, and we want to work with our partners to help them find younger audiences."

He said the new Xbox Live offer could help improve user engagement.

To ensure continued strong relations with its cable, satellite TV and telecom distributors, Epix said it is working with such partners as Dish Network and Verizon FiOS to reach out to existing Xbox Live users among its customers and add new subscribers among Xbox Live users.

The Epix app also uses the new controls of Xbox Live, including voice and gesture controls via the Microsoft's Kinect.  

“By working with the Microsoft Xbox team and our affiliated cable, satellite and telco partners, we’re taking another step forward in delivering great programming how, when and where viewers want to see it ,” said Greenberg.

In addition to Xbox, authenticated Epix subscribers can access Epix content on hundreds of other devices, including iPads and iPhones, Android tablets and mobile phones, Roku players, as well as Samsung smart TVs and Blu-ray players.

Email: Georg.Szalai@thr.com

Twitter: @georgszalai