NEW YORK ( TheStreet) -- Microsoft's ( MSFT) Xbox 360 will begin playing on-demand television shows and other content. The company is partnering with Comcast ( CMCSA), HBO, Bravo and Verizon ( VZ), among others, for VOD on the Xbox Live. The Xbox will allow users, with a subscription to Comcast or another pay-TV service, to watch content in various rooms without purchasing an additional set-top box. "Today's announcement is a major step toward realizing our vision to bring you all the entertainment you want, shared with the people you care about, made easy," said Don Mattrick, Microsoft's president of the interactive-entertainment division, in a statement. -- Written by Jeanine Poggi >To contact the writer of this article, click here: Jeanine Poggi. >To follow the writer on Twitter, go to http://twitter.com/jpoggi. >To submit a news tip, send an email to: email@example.com.