Microsoft announced in Friday that the company has reached a new partnership with Time Warner Cable.

According to the terms of the agreement, Time Warner Cable users will be able to watch more than 300 of the most popular TV channels through the Xbox 360, and the Xbox 360 users who want to use the service must subscribe to the Xbox Live Gold Service, Microsoft said. The Xbox 360 version of Time Warner Cable will be launched in the summer of 2013, and Time Warner Cable says the app is almost identical to the apps used by Roku users, who will be able to watch CNN, comedy and AMC channels.

While Comcast and Verizon provide channel access to Xbox 360 users, but only for selected content, Microsoft's collaboration with Time Warner Cable was the first Xbox Live TV protocol. The Xbox 360 will provide a new feature that allows users to play games while watching live TV. But if Xbox 360 users want to use the console as a TV set-top box, they must first become Time Warner Cable users.

The deal shows that in a rapidly changing environment, cable providers are trying to find the best way to deliver their products, industry insiders say. For Microsoft, which has previously reached deals with streaming media video service providers such as Netflix, Hulu and Amazon Prime Instant, the latest collaboration with Time Warner Cable means the company will be able to deliver more content to its users.