• by Gavin O'Malley  @mp_gavin, January 5, 2011

Before the end of the year, Comcast on Monday said it plans to offer in-home streaming of live TV, as well as access to on-demand content via Apple's iPad and Android-powered tablets. Taking on Web TV rivals large and small, Comcast is ready to "reinvent how customers interact with their entertainment on TV, online and on mobile devices," CEO Brian Roberts said Monday.

If all goes according to plan, the cable giant's customers will soon be able to watch live news, TV shows and movies via tablet computers whenever they want.

What's more, a "play now" function will soon be available on the iPad and enable the viewing of on-demand programming. Consumers using Comcast's Xfinity TV iPad app will then be able to watch some 3,000 hours of on demand content -- including movies and TV shows -- either in the home or on-the-go, including any place with a wireless connection.

Comcast on Monday said it planned to bring thousands of additional choices to the iPad, and to add the same functionality and content to Android-powered devices later this year.

Comcast's Xfinity TV app functions as a television guide, remote control and mobile video player all in one. With it, customers can change TV channels, search and browse through their TV and On Demand listings, and program their DVRs.

Despite its vast resources and tech savvy, Google has struggled to get its own Web TV service off the ground. Following blackouts from ABC, CBS and NBC, GoogleTV's only remaining network partner -- Fox -- removed its content from the platform late last year.

Still, Google's Web TV difficulties don't appear to have discouraged others from pursuing similar services. Citing two sources, Reuters recently reported that Microsoft has held talks with media companies to license TV networks for a new online pay-television subscription service through devices like its Xbox video game console.

Going forward, Comcast chairman and CEO Brian Roberts says the company "has a series of upcoming online enhancements and app releases."

At XfinityTV.com, subscribers can now browse, search and find TV and On Demand content online and then select and watch it on their TVs or program their DVRs to record programs for later viewing.

XfinityTV.com presently offers about 150,000 online video choices, along with management tools for a more personalized experience such as a 'Watchlist' feature that helps keep track of TV shows and movies wherever they are playing.