• Reuters, Tuesday, December 15, 2009 10:33 PM

Comcast Corp has rolled out an on-demand, Web-based service for subscribers to both its video programing and Internet access. The goal is to keep customers from dropping their cable subscriptions in search of free shows online.

The new service is called Fancast XFINITY TV and is the largest implementation of a cable industry initiative called TV Everywhere, which makes popular shows available over the Web to paying subscribers. Cable TV programmers like Time Warner Inc and Viacom Inc are working with pay-TV providers like Comcast, Time Warner Cable Inc and satellite TV operators.

TV Everywhere is trying to pre-empt the cable TV business model being undermined by the availability of free programing on the Web on services like Hulu, co-owned by NBCU. Xfinity will be available at home but also "on-the-go" when the user signs in via laptop. There are plans to eventually extend it to other mobile devices next year.

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