The third largest cable MSO in the US, Cox Communications, has launched an online TV service which it claims will offer thousands of TV shows and movies to any user with a broadband connection.

The new TV Online is an expansion of the company’s recent experimentation in online video and TV.

In the summer of 2010 it enabled its Advanced TV customers to be able to subscribe to an online move service and later in that year began offering online access to select cable networks.

In contrast TV Online will be provided at no extra charge to all Cox TV subscribers, who need a Cox user ID and password, and content includes view movies and TV shows from the company’s broadcast, cable and premium networks. This includes cable TV staples such as TBS, TNT, Cartoon Network, and TruTV as well as Hollywood titles, independent films and kids’ programming from networks like HBO, Cinemax, Epix and Vutopia.

Attempting to balance the need to offer greater flexibility without directly cannibalising its existing business lines, Cox will make a number of its TV shows available for online viewing the day after its premier. In addition, all Cox High Speed Internet customers have free access to, where they can watch up to 3,500 games a year of college American football and basketball, major professional leagues and international tennis and football online.

The back-end video management for the new video initiative has been provided by white-label video publishing company thePlatform. Cox is using thePlatform's mpx video publishing system, enabling programming networks to present unified content search and discovery across a variety of programmers' video players. With mpx, Cox subscribers can watch premium video instantly, while the business policies and financial obligations between Cox and programmers are maintained.