NEW YORK (

TheStreet

) --

Comcast

(CMCSA) - Get Report

is launching an

Xfinity television

application for

Apple's

(AAPL) - Get Report

iPad, iPhone and iPod Touch in an effort to hold onto paying subscribers.

The Xfinity TV app will allow Comcast's digital television subscribers to watch its programming directly on their Apple devices. It will also act as a TV guide and let users change television channels from their device.

"This Xfinity TV app is part of a much larger effort to reinvent the way consumers interact with their televisions by transforming the way they search, navigate, discover and share entertainment," president Neil Smit said.

The company launched the app after it saw a

3.5% decrease in video subscribers

in the third quarter. Many speculate that the drop in cable subscribers may be attributed to the shift to online viewing to Web sites such as Hulu.

Comcast also plans on releasing versions for

Google's

(GOOG) - Get Report

Android devices and

Research in Motion's

(RIMM)

BlackBerry.

-- Written by Theresa McCabe in Boston.

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