Xbox 360 bags Sky TV content deal?

Microsoft is partnering its Xbox 360 with Sky TV for a new media sharing deal, according to a new report.

Claiming to reveal the details of an announcement Microsoft teased last week and which will be made this Thursday, trade publication Rapid TV News has this evening posted that "the long-awaited link up between BSkyB and Microsoft’s X-Box [sic] is at last going to happen".

No real clarification of what the deal entails has been given, but Rapid points to 2007 comments from BSkyB’s COO Mike Darcy about using Windows Media to stream the broadcaster’s content as a new means of delivery.

Xbox 360 is compatible with Windows Media streaming functions – and its Video Marketplace is by all accounts proving popular (with even more content deals on the way, MCV understands). Microsoft is also keenly pushing a message around media convergence in the home, so this deal would fit the bill.

"Providing some sort of BSkyB functionality for Microsoft X-Box/360 users could potentially deliver millions more users in the UK and Ireland to BSkyB," points out Rapid TV.

Last week Microsoft said it would this Thursday make an announcement regarding "a very special partnership, sure to keep TV fans glued to Xbox LIVE".

Official details will be made public at an event on Thursday morning – MCV will be on hand to provide a full report.